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<note>Potensi wisata yang dimiliki Provinsi Jawa Barat salah satunya adalah wisata desa yang cukup potensial yaitu yang berada di desa Jelekong. Jelekong ialah nama sebuah kelurahan yang terletak di Kecamatan Baleendah, Kabupaten Bandung, Jawa Barat. Desa Jelekong menyuguhkan beragam objek wisata, antara lain panorama spesial pedesaan, objek wisata alam, kerajinan tangan, hingga sentra seni yang berfokus menjadi produsen lukisan yang potensial. Melalui SK Bupati Bandung nomor 556.42/Kep.71-Dispopar/2011, Pemerintah Kabupaten Bandung menetapkan Jelekong menjadi satu asal sepuluh desa wisata pada Kabupaten Bandung. Tujuan dari penelitian ini untuk merumuskan prioritas bauran pemasaran yaitu produk seni dan budaya di Desa Jelekong. Metode Penelitian yang digunakan yaitu kuantitatif menggunakan Analytical Hierarchy Process (AHP). Hasil penelitian menunjukkan bahwa prioritas variabel bauran pemasaran di Kelurahan Jelekong yang direkomendasikan adalah variabel Product dengan persentase 21% dimana variabel ini termasuk kriteria paling tinggi yang menandakan yang paling mudah diingat oeh pengunjung dan dapat bersaing dengan lingkungan sekitar. Kata Kunci: Desa Wisata, Analytical Hierarchy Process (AHP), Bauran Pemasaran</note>
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