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Journal : Indonesian Journal of Banking and Financial Technology (FINTECH)

The Influence of E-Wom on Instagram Social Media on Interest in Buying Wedding Services at We are the Organizers Manado Clara Angely Cambey; I Gusti Ngurah Agung Suprastayasa; I Putu Esa Widaharthana
Indonesian Journal of Banking and Financial Technology Vol. 3 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fintech.v3i1.12225

Abstract

Based on Zola's survey, 75% of married couples in 2024 will use wedding organizer services, up from 70% in 2023. This study aims to examine the analysis of the influence of Electronic Word of Mouth (E-WOM) on Instagram social media on the interest in buying wedding services at We Are The Organizers Manado. The inferential quantitative method is used through data collected with documentation and questionnaires. Multiple linear regression analysis is used to test the influence of three dimensions of E-WOM: Intensity, Valence of Opinion, and Content. The results of the t-test show that Intensity and Valence of Opinion have a significant positive effect, while Content is not significant. The F test shows that the three variables simultaneously influence buying interest with a significance value of 0.000.
Marketing Mix Strategy to Increase Sales Volume of Wedding Packages at CV. Glow Wedding and Event Planner Bali I Gede Mahesa Pradyana; Ratri Paramita; I Gusti Ngurah Agung Suprastayasa
Indonesian Journal of Banking and Financial Technology Vol. 3 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fintech.v3i1.12227

Abstract

Bali is an area with very rapid tourism development as evidenced by foreign tourists who make Bali one of their destinations. This study aims to understand how the marketing mix strategy to increase the sales volume of wedding packages at CV. Glow Wedding and Event Planner Bali. The research method used is qualitative descriptive with data collection conducted through interviews, observations, and documentation studies. Qualitative descriptive data analysis techniques are analyzed using the SWOT matrix through the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence). Based on the results of this study, 4 marketing strategies were found, namely SO (Strength Opportunities) expanding relations and highlighting the flexible prices owned by the company, ST (Strength Threats) increasing the focus of wedding product promotions and making more attractive promotions, WO (Weaknesses Opportunities) adding a variety of wedding packages, WT (Weaknesses Threats) Maximizing promotions that have been carried out by conducting research on similar companies related to promotions, promotional media and prices.
Co-Authors A.A. Ayu Oka Mirah Wahyuni Anak Agung Gde Oka Geria Anik Suryaningsih, Ni Kadek Anik Suryaningsih Anom Hery Suasapha Arjaya, I Ketut Arjaya, Ketut Armeli Armeli Armeli, Armeli Arnata, Rusdi Asmarani, I Gusti Ayu Ratih Baskara, I Made Lingga Bei, Theresia Verina Rosari Berend Gensan Coloay Citrawati , Luh Putu Citrawati, Luh Putu Clara Angely Cambey Darmaputra, Putu Gde Eka Desak Made Dwi Krisna Suryani Suryani Febrianto, I Gusti Agung Fiorenza Ayunda Natalie Limantara Gede Muna Satya Febriyana Hanny Hafiar Hardina Hilda Apriani I Dewa Putu Hendri Pramana I Gede Darmawijaya I Gede Mahesa Pradyana I Gusti Agung Gede Witarsana I Gusti Ayu Putu Wita Indrayani I Gusti Gede Anggareksa Putra Mulyawan I Gusti Ngurah Agung Wiryanata I Ketut Arjaya I Nyoman Arcana I Nyoman Arcana I Nyoman Lingga Sana I Putu Esa Widaharthana I Putu Esa Widaharthana I Putu Esa Widaharthana I Putu Utama I Wayan Muliana I Wayan Sunarsa, I Wayan Ida Ayu Kalpikawati Ida Ayu Sri Puspa Adi Iswarini, Ni Ketut Juli Rastitiati, Ni Kade Kalpikawati, Ida Ayu Komang Pandini Niken Absari Komang Kristiono Liestiandre, Hanugerah Kusumarini, Indah Luh Putu Kartini Made Darmiati Made Darmiati Mahendra Adi Winatha Martadjaya, I Gusti Made Iwan Dusanta Muliana, I Wayan Muliana, I Wayan Ngelambong, Anderson Ni Kade Juli Rastitiati Ni Kade Juli Rastitiati Ni Ketut Wiwiek Agustina Ni Komang Niko Pandeani Ni Made Tirtawati Oka Geria, Anak Agung Gede Pande Kadek Oka Adi Nugraha Paramita , Ratri pinaria, ni wayan chintia Purwastuti Eko Sucahyo Rahjasa, Putu Surya Laksana Rastitiati, Ni Kade Juli Ratri Paramita Ratri Paramita Reni Ariasri, Nyoman Rumadana, I Made Rusdiarnata, Ketut Sabudi, I Nyoman Sukana Sawitri, Hari Sucahyo, Purwastuti Eko Sudiarta, Ngakan Putu Sulistyawati, Ni Luh Ketut Sri Sumadi, I Gede Sumariati, I Dewa Ayu Rai Susianti, Hartanti Woro Swandewi, Ni Kadek Teguh Hadisukarno Utama, I Putu Utama, I Putu Widaharthana , I Putu Esa Wirata, I Nengah Wiratnaya, I Nyoman