PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This research is to test the influence of the marketing mix dimension, which consists of product, price, promotion, and place,on destination image dimension, which consists of cognitive image and affective image. The data collecting used questionnaire with 282 respondents with accidental sampling technique.The result of the test showed that product, promotion, and place directly related to cognitive image. In addition,affective imageis also directly influenced by product, price andcognitive image. The result of the research also showed that promotion and location did not directly relate to affective Image. In addition, the price did not directly relate to Cognitive Image. The result of this research also showed that the marketing mix dimension related indirectly to Affective Image by the variable of cognitive image. Among all dimensions of marketing mix, it is product, promotion, and place that relate to cognitive image. While product and price relate to affective image indirectly.