Pengembangan Strategi Pemasaran Bisnis Wedding Organizer Sambass

Abstract

Persaingan industri wedding organizer yang semakin ketat menuntut strategi pemasaran yang efektif untuk meningkatkan daya saing perusahaan. Penelitian ini bertujuan merumuskan strategi pemasaran Bisnis Wedding Organizer Sambass di Kota Bogor melalui analisis faktor internal dan eksternal perusahaan. Penelitian menggunakan pendekatan mix-methods dengan analisis Value Chain, PESTLE, Porter’s Five Forces, IFE, EFE, IE, SWOT, dan QSPM, serta dikaji melalui pendekatan pemasaran 4C. Hasil penelitian menunjukkan bahwa kekuatan utama perusahaan terletak pada pengalaman, kualitas pelayanan, relasi vendor, dan reputasi pendiri, sementara peluang utama berasal dari perkembangan media sosial dan meningkatnya kebutuhan jasa penyelenggara acara. Strategi prioritas yang direkomendasikan meliputi optimalisasi pemasaran digital, peningkatan kualitas konten promosi, penguatan kerja sama dengan vendor dan influencer, serta peningkatan kualitas pelayanan guna meningkatkan brand awareness, memperluas jangkauan pasar, dan memperkuat daya saing perusahaan.

The increasing competition in the wedding organizer industry requires effective marketing strategies to enhance business competitiveness. This study aimed to formulate appropriate marketing strategies for Bussines Wedding Organizer Sambass in Bogor City by analyzing its internal and external factors. A mixed-methods approach was employed using Value Chain Analysis, PESTLE, Porter’s Five Forces, IFE, EFE, IE, SWOT, and QSPM, followed by evaluation through the 4C marketing framework. The findings revealed that the company’s main strengths include its experience, service quality, vendor relationships, and the founder’s reputation, while key opportunities stem from the growth of social media and increasing demand for event management services. Recommended priority strategies include optimizing digital marketing, improving promotional content, strengthening partnerships with vendors and influencers, and enhancing service quality to increase brand awareness, expand market reach, and strengthen competitiveness.