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All Journal JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Almana : Jurnal Manajemen dan Bisnis JURNAL MANAJEMEN BISNIS Jurnal Ilmu Komputer dan Bisnis Syntax Idea Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Jurnal Disrupsi Bisnis KARYA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Journal of Social Commerce Socius: Social Sciences Research Journal IIJSE JEBD Neraca Manajemen, Akuntansi, dan Ekonomi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: Religion Education Social Laa Roiba Journal International Journal of Social, Economic, and Business
Lia Nirawati, Lia
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : JEBD

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Promotion and Marketing Communication Strategiees to Increas the Presence of Mahar Agung Wedding Organizer in Surabaya Hidayatullah, Ryan Arsy; Nirawati, Lia
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The development of digital technology and social media has driven changes in promotional strategies in the service industry, including wedding organizers. This study aims to analyze the promotional and marketing communication strategies implemented by Mahar Agung Wedding Organizer Surabaya in improving and maintaining the company's existence amid fierce competition. This study uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation. Data analysis was conducted using IFAS, EFAS, and SWOT matrices to identify internal and external factors of the company. The results show that Mahar Agung Wedding Organizer has dominant internal strengths and considerable external opportunities, placing it in Quadrant I of the SWOT matrix with a growth-oriented strategy. However, based on the IFAS and EFAS rankings, the company is also in a hold and maintain strategy position. Therefore, optimizing digital promotion, differentiating Javanese culture, improving operational efficiency, and strengthening customer loyalty are the main strategies for maintaining business sustainability.
Co-Authors Abdilla, Yusrifal Fais Acep Samsudin Agni Naenara, Sabhina Ahmad, Regista Fabunga Anindhita Netanya, Stevani Anugerah, Rheiza Marell Aras, Aisyah Rachmayanti Asma'ul Khusna, Elda Fitra Aura Jahzy, Cantika Basid, Izza Al Maghfira Darus, Brilian Handika Dewanti, Meisita Nabilla Dewi, Novita Nur Fitria Durotun Nafisah Dwi Isma Saputri, Intan Fitria, Diana Azizatul Hadir, Oktaviani Arcici Hidayatullah, Ryan Arsy Iasa Nur Firdausi Isabilillah, Alpiero Joeval Ismail, Muhammad Hijri Khosyi, Rr Hanun Aufa Nur Lukitasari, Lukitasari Mitayani, Intan Nur Awaliah, Agustin Pertiwi, Nadilla Putri Prameswari, Regita Bintari Prisichella, Azzahra Puteri Pradanti, Alsya Putri Endarto, Salsabila Adilah Putri, Yosi Ananda Somanta Qowiyyudin, Muhammad Ramadhan Santoso, Dayyan Rangga Restu Prayogo, Rangga Restu Rijali, Fitri Auliya Safira, Shahna Naila Safitri, Bela Ayu Dian Sasmianingtias, Ririn Seibinna, Tiara Meyla Silvia, Sukaina Abir Susanti, Kirana Yuni Syachruddin, Anisah Inas Syahrani, Ananda Rizkiah Trisnawati, Erica Utomo, Tito Via Aldina Auva Wahyudi, Trio Noorsy Widya Ayu, Aisyah Wijaya, Angela Clarisa Zahrain Adjie, Mohamad Zein, Selina Ashilah