Biplot Analysis on Mapping of Coastal Object of South Traffic Line of Malang with Variable of Service Marketing Mix

Abstract

The tourism sector is one of income source for the region and for the country. The area of South Malang Beach is one of the tourist areas that has the potential and appeal to the natural beauty of the beach. Mapping and positioning are used to see the position of one beach attraction with other similar tourist objects based on tourist perceptions. Biplot analysis is one of the statistical methods which aims to provide an overview of the position of objects with variables simultaneously in two-dimensional graphs. The research data was obtained from the results of the questionnaire distribution of visitors' perceptions of eight coastal attractions on the Southern Cross Line (JLS) based on the service marketing mix variable (7P). The research respondents were 130 people from eight beach objects on JLS. Based on the results and graphs of Biplot analysis, it is known that Batu Beach and Ungapan Beach are the beaches that have the most advantages in service marketing mix variables (7P). Whereas the beach that is perceived to have no advantages at all in the service marketing mix variable is Sendang Biru Beach.