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Journal : Open Access DRIVERset

Marketing Strategy and Customer Value of Astuti Wedding Gallery Using SWOT, QSPM, and VPC Mutmainna
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 2 (2025): December 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/balqis.v1i2.10519

Abstract

This research examines the culture-based service development strategy at Astuti Wedding Gallery (AWG), a Javanese traditional wedding service provider in Samarinda. This study is based on the increasing interest of the younger generation towards the concept of traditional marriage combined with a modern touch, Theoretically, the study uses SWOT analysis to assess the company’s internal and external positions, as well as Value Proposition Canvas (VPC) to understand customer needs and the appropriateness of the value provided. The method used is a qualitative approach through interview, observation, and triangulation to ensure the validity of the data. The research result show that the main advantage of AWG comes from the uniqueness of Javanese culture, good interpersonal relationship with clients, and the flexibility of service packages. Weaknesses are found in limited manpower, digital promotion that is not optimal, and operational system that is not organized. Opportunities are created through traditional marriage trend and the expansion of digital marketing, while threats come from industry competition and changing economic conditions. Based on SWOT, VPC, and QSPM analysis, the most appropriate strategy is market development through the use of digital media and cooperation with local vendors. Overall the integration of cultural values with modern innovation is the basis for increasing AWG’s competitiveness.
Co-Authors A. M. Fadhil Aly Bantore A. Nurul Hidayah A. Rikha Elisya Putri A. Suharman Ahmad Ahlullah Punggawa Sokku Ahmad Khamaluddin Ahmad Nurul Ihsan B Aisyah Akmal Ali Tahir, Muhammad Amirah Andi Rustam Anggreni, Afrillia Anwar Armelia, Nurul Bima Suryantara Danial Noer Zakiyuddin Darsef Darwis Daryanto Dasa Ismaimuza Dudung Amir Sholeh Eka Putri Aulia Ramadhani Elfira Jumrah Esy Pariska Putri Fadila Ismail Fahira, Ainun Fajar, Baso Rahmat Fakhirah Husain Faturrahman Taslim Fauzi Ramadhoan A'Rachman Felicia Damayanti Fitri Yulianti Ghefira Nur Fatimah Hajrah Mahdania R. Hartini A Hilda Febrianti Hilmi Hambali, Hilmi Imam Azhari Imelda Indriani Irpan Julita Julita Jusmawati Kamaruddin , Abdul Kasmawati Kasmawati , Kasmawati Khaira Ummah Khatipah Kiki Reski Amalia K. Latif, Fatmawati Mahdalena, Zulipah MALLARANGENG, ANDI BAU Mardina Marsofiyati Marsofiyati Mochammad Imron Awalludin Muh Rifa'i Parassa Muh. Ali Muh. Sulfikar Muhamad Iqbal Akbar Asfar, Andi Muhammad Dahlan MUHAMMAD HASBI Muhammad Ilsan Muhammad Irfan Taufan Asfar, Andi Muhammad Zid Muharram, Ahmad Akhmar Musdalifa Musdalifah Mut’mainna, Tasya Nasrullah Nur Amalia Nur Azizah Fitratul Awaliah Nur Inayah Nur Ismi, Ismi Nurannisa, Andi Nurfadillah Putri, Aisyah Guffron Liana rahmadani islamiyah Rani Rasti Aningsi RATNAWATI Risky Amelia Rohansyah Romansyah Sahabuddin Rusyaid salwangi Sativani Hayati, Riza Satriani Is, Sitti Sela Nurmaya Sari Shaldi Syarif Siti Nur Alyah Sitompul, Meline Gerarita SRI RAHAYU Sujarwo Sultan sarda Sunartono Thamrin, Putri Aulia Wahida Wanda Aulya Widia Diningsih, Andi Wiwiek Hidayati Yunus, Muh Anugrah