Implementasi Promotion Mix Pada Keluarga Baba Wedding Organizer Dalam Meningkatkan Jumlah Pengguna Jasa Di Era New Normal
Implementation of Promotion Mix in the Baba Wedding Organizer Family to Increase the Number of Service Users in the New Normal Era
DOI:
https://doi.org/10.33050/tmj.v9i2.2226Abstrak
After experiencing a pandemic for approximately 2 years, many businesses, not only in Indonesia, but in the world began to strengthen their determination to bounce back. Not only did it cost lives due to exposure to Covid-19, but businesses also became victims. Nevertheless, there are also businesses that survive in the midst of this deadly virus attack which is full of uncertainty when it will end. The promotional mix is the best strategic combination of advertising variables, personal selling, and other promotional tools, all of which are planned to achieve the objectives of the sales programme. This research aims to find out how the implementation of the promotional mix at Keluarga Baba Wedding Organizer has managed to survive through a pandemic where the majority of business people have to go out of business due to hampered sales activities. The research method used in this research is the explanatory case study method. The informant determination technique used is purposive sampling technique. The result of this study shows that Keluarga Baba has implemented the promotion mix well, starting from the planning to the evaluation process. This is evident from the consistency of Keluarga Baba's educational-based advertising promotions on Instagram and the attractiveness of consumers who want to use Keluarga Baba's services.
Referensi
F. G. Nasution, N. Susanti, and S. Abidin, “Strategi Komunikasi Pemasaran dalam Mengembangkan Usaha Wedding Organizer di Masa New Normal (Study Kasus Ivora Organizer),” Medan Resource Center, 2022.
S. Chen and I. Zai, “Rancangan dan Penerapan Promotion Mix Pada PT.Batamas Indah Permai,” Jurnal Pengabdian Masyarakat Akademisi, vol. 1, no. 4, pp. 91–100, Dec. 2022, doi: 10.54099/jpma.v1i4.423.
M. Nadiwitya, “Penentuan Kualitas Pelayanan Menggunakan Metode Servqual Dan Ahp Di Pt. Herona Express Stasiun Tugu Yogyakarta,” UNIVERSITAS ATMA JAYA YOGYAKARTA, 2013.
B. Alma, Manajemen Pemasaran dan Pemasaran Jasa. Jakarta: Rajawali Pers, 2020.
S. Rheny, “Wedding Organizer: Definisi, Peran dan Tanggung Jawab, Serta Perbedaannya dengan Wedding Planner,” Ekrut Media.
M. A. Rizaty, “Imbas Pandemi, Jumlah Pernikahan Turun 9,14% pada 2020,” Databoks.
Mukhlisuddin, Statistik Kantor Wilayah Kementerian Agama Provinsi Sumatera Selatan Tahun 2020. Palembang: Kementerian Agama Sumatera Selatan, 2021.
J. Kristanto, A. K. Soleh, S. Al-Idrus, and M. K. F. Raya, “Promotion Mix Nahdlatul Ulama University of Surabaya to Increase New Student’s Interest,” AL-TANZIM: Jurnal Manajemen Pendidikan Islam, vol. 5, no. 2, pp. 1–14, Aug. 2021, doi: 10.33650/al-tanzim.v5i2.2187.
F. Tjiptono, Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian. Yogyakarta: CV. Andi Offset, 2019.
A. Firmansyah and D. Fatihudin, Pemasaran Jasa: (Strategi, Mengukur Kepuasan Dan Loyalitas Pelanggan). Yogyakarta: CV Budi Utama, 2019.
H. Gibran, B. Purnama, and G. Kosala, “Pengoptimasian Pengukuran Kepadatan Jalan Raya Dengan Cctv Menggunakan Metode Yolov8: Optimizing Highway Density Measurement with CCTV Using the Yolov8 Method,” Technomedia Journal, vol. 9, no. 1 Juni, pp. 31–45, 2024.
S. Prayitno and R. Harjanto, Manajemen Komunikasi Pemasaran Terpadu . Jakarta: Rajawali Pers, 2017.
F. Tjiptono, Strategi Pemasaran. Penerbit Andi, 2015.
R. P. Ambarita and Z. Vanel, “Analysis Promotion Mix Strategies of Andjani Indonesia Semarang to Increase Sales in The Pandemic,” Enrichment: Journal of Management, vol. 12, no. 2, pp. 1936–1946, 2022.
E. Febriyanto and Q. Aini, “Multimedia-Based Visual Analysis As A Promotional Media At Raharja Internet Cafe (RIC),” Aptisi Transactions On Management, vol. 4, no. 1, pp. 76–82, 2020.
W. Zulkarnain and S. Andini, “Inkubator Bisnis Modern Berbasis I-Learning Untuk Menciptakan Kreativitas Startup di Indonesia,” ADI Pengabdian Kepada Masyarakat, vol. 1, no. 1, pp. 77–86, 2020.
Y. Jiang, X. Liang, S. Zhang, Z. Hu, A. Hove, and Y. Wu, “The future air quality impact of electric vehicle promotion and coordinated charging in the Beijing-Tianjin-Hebei region,” Environmental Pollution, vol. 332, p. 121928, 2023, doi: https://doi.org/10.1016/j.envpol.2023.121928.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT. Alfabet, 2016.
R. K. Yin, Case Study Research: Design and Methods (Fifth). SAGE Publication, 2014.
H. Safitri, M. H. R. Chakim, and A. Adiwijaya, “Strategy Based Technology-Based Startups to Drive Digital Business Growth,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 2, pp. 207–220, 2023.
B. Rawat, P. A. Sunarya, and V. T. Devana, “Digital Marketing as a Strategy to Improve Higher Education Promotion During the COVID-19 Pandemic,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 114–119, 2022.
S. Aisyah and K. R. Rachmadi, “Digitalisasi Pemasaran Melalui Sosial Media Marketing pada Pelaku UMKM guna Peningkatan Pendapatan,” RESWARA: Jurnal Pengabdian Kepada Masyarakat, vol. 3, no. 2, pp. 442–448, Jul. 2022, doi: 10.46576/rjpkm.v3i2.1866.
Q. Aini, U. Rahardja, D. Manongga, I. Sembiring, M. Hardini, and H. Agustian, “Iot-based indoor air quality using esp32,” in 2022 IEEE Creative Communication and Innovative Technology (ICCIT), IEEE, 2022, pp. 1–5.
D. S. Puspitarini and R. Nuraeni, “Pemanfaatan Media Sosial Sebagai Media Promosi (Studi Deskriptif pada Happy Go Lucky House),” Jurnal Common |, vol. 3, 2019.
I. N. Aieni and C. Taurusta, “Rancang Bangun Game Adventure 3D Edukasi Sampah Organik dan Non-Organik: Design and Build an Educational 3D Adventure Game on Organic and Non-Organic Waste,” Technomedia Journal, vol. 9, no. 1, pp. 61–75, 2024.
V. A. Zeithaml and M. J. Bitner, Services Marketing: Integrating Customer Focus across the Firm., 3rd ed. New York: Irwin McGraw-Hill, 2003.
E. Andini, “Instagram Ads: Biaya, Cara Pasang dan Syaratnya,” Sleek Flow.
B. Edvardsson, M. Johnson, A. Gustafsson, and T. Strandvik, “The effects of Satisfaction and Loyalty on Profits and Growth: Product versus Services,” Total Quality Management, vol. 11, pp. 917–927, 2000.
E. Cadotte, W. Robert, and J. Roger, “Expectations and Norms in Models of Costumer Satisfaction,” Journal of Marketing Research, vol. XXIV, pp. 305–314, Aug. 1987.
S. Kumar and A. Jasuja, “Air quality monitoring system based on IoT using Raspberry Pi,” in 2017 International conference on computing, communication and automation (ICCCA), IEEE, 2017, pp. 1341–1346. doi: 10.1109/CCAA.2017.8230005.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2024 Muhammad Rifqi Farisi, Purwanti Hadisiwi, Subekti P. Wirabhuana
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.