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Journal : Indonesian Journal of Applied and Industrial Sciences (ESA)

Strategy for Optimizing the Use of Instagram Social Media Glow Wedding and Event Planner Suandewi, Ni Kadek Dian; Wirata, I Nengah; Swandewi, Ni Kadek
Indonesian Journal of Applied and Industrial Sciences (ESA) Vol. 3 No. 5 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/esa.v3i5.11280

Abstract

In this digital age, information technology has changed the way communication and marketing is done. Wedding Organizers like Glow Wedding and Event Planner need to adopt effective strategies to stay competitive in an increasingly competitive market. Advances in technology and the existence of social media platforms such as Instagram, make it very easy for us to obtain information without being limited by distance. This study aims to determine the strategy of optimizing the use of Glow Wedding and Event Planner's Instagram social media. This research is a qualitative research with data collection techniques through interviews, observation and documentation. The analysis technique uses Marketing theory, Marketing Communication, Social Media, Instagram as Social Media and SWOT analysis. From the results of the SWOT analysis that has been carried out on Glow Wedding and Event Planner, it can be seen that the company needs to utilize the use of content calendar to schedule collaboration posts with decoration vendors, photography, videography and other vendors. The company also needs to recruit a content planner or social media admin, then also utilize documentation from collaborations with influencers to attract new audiences and use Linktree to add links to websites, contacts or reservation pages on Instagram Bio.
Marketing Mix Strategy to Increase the Number of Wedding Events in Geo Open Space Yanti, Ni Kadek Dwi Darma; Widaharthana, I Putu Esa; Swandewi, Ni Kadek
Indonesian Journal of Applied and Industrial Sciences (ESA) Vol. 3 No. 5 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/esa.v3i5.11281

Abstract

The demand for unique and memorable wedding venues is increasingly in demand, providing event spaces that suit the wedding theme and the couple's needs. One of the wedding venue providers in the Badung area, specifically in Kerobokan Village is Geo Open Space. This research intend to understand the marketing mix strategy for wedding events at Geo Open Space.The method used in this research is descriptive qualitative with data collection conducted through interviews, documentation and observation. The analysis technique uses the 7P marketing mix and the SWOT matrix. Based on the 7P marketing mix, the conclusion is that Geo Open Space can add products according to client needs, such as indoor venues, create attractive wedding packages by adjusting the existing target market, Geo Open Space can maximize the use of social media and product promotion and improve parking area facilities. Furthermore, Geo Open Space can collaborate with wedding organizers and decoration vendors potential.
The Influence of Consumer Satisfaction on Loyalty at Destination Wedding By Bali Eve Dewi, Luh Kadek Wulan Kusuma; Citrawati, Luh Putu; Swandewi, Ni Kadek
Indonesian Journal of Applied and Industrial Sciences (ESA) Vol. 3 No. 5 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/esa.v3i5.11287

Abstract

This study aims to determine the effect of customer satisfaction (X) on loyalty (Y) at Destination Wedding by Bali Eve. Destination Wedding by Bali Eve is a company engaged in wedding planner services in Bali. Customer satisfaction is often closely related to the user experience when using a product or service. Consumer loyalty is inseparable from the satisfaction that the bride and groom have felt before. The method used in this research is quantitative with data analysis techniques Simple Linear Regression, T Test, and Coefficient of Determination (R2), with the SPSS Version 22 data processing application. The population in this study are consumers who have purchased services at Destination Wedding by Bali Eve. The number of respondents involved in this study was 53 people. The research instrument used is a questionnaire that has been tested for validity and reliability. The regression analysis results show Y = 4.523 + 0.220 (X). Based on the results of the t test, it shows that customer satisfaction (X) has a positive and significant effect on loyalty (Y). This means that the better customer satisfaction provided by Destination Wedding by Bali Eve, the higher the level of loyalty. Based on the Coefficient of Determination Test (R2), it is known that the customer satisfaction variable (X) has an effect of 59.6% on loyalty (Y) while 40.4% is influenced by other factors.