STRATEGY OF IMPLEMENTING BRAND ACTIVATION PARAS ASRI WEDDING ORGANIZER IN THE ERA OF COVID-19 PANDEMIC

Abstrak

Ketatnya persaingan bisnis jasa make up saat ini dan adanya dampak dari Pandemi Covid-19 mempengaruhi perilaku konsumen dalam menentukan jasa wedding organizer yang dapat memenuhi kebutuhan konsumen yang juga sesuai dengan kebijakan dan peraturan di era new normal. Paras Asri Wedding Organizer merupakan bisnis dalam bidang jasa wedding organizer yang dapat bertahan dan berkembang dipesatnya persaingan bisnis jasa make up dan lemahnya kondisi ekonomi di era Pandemi Covid-19, membuat peneliti tertarik untuk mengetahui strategi brand activation yang diterapkan oleh Paras Asri Wedding Organizer di era Pandemi Covid-19. Penelitian ini bertujuan untuk mengetahui strategi penerapan brand activation Paras Asri Wedding Organizer di era Pandemi Covid-19. Jenis penelitian ini termasuk kedalam penelitian deskriptif kualitatif. Teknik dalam pengumpulan data menggunakan triangulasi berupa wawancara secara mendalam (in-depth interview) kepada pemilik Paras Asri Wedding Organizer, dan admin marketing dan juga admin instagram serta dokumentasi pada akun instagram (@asrileksono_parasasriofficial) serta observasi nonsitematis. Analisis data untuk deskriptif kualitatif yaitu menggunakan analisis model interaktif yang terdiri dari tiga hal pokok yaitu reduksi data, penyajian data dan penarikan kesimpulan ( verifikasi ). Hasil penelitian menunjukkan bahwa : Paras Asri Wedding Organizer menerapkan brand activation melalaui 4 strategi yaitu social media activation, marketing event activation, sponsorship activation dan promotion activation.

Kata Kunci: Brand activation, Wedding Organizer, Covid-19

Abstract

The tight competition of makeup services business and the impact of the Covid-19 Pandemic affect consumer behavior in determining wedding organizer that can meet the needs of consumers who are also in accordance with policies and regulations in the new normal era. Paras Asri Wedding Organizer is a business in the field of wedding organizer services that can survive and develop in the rapid competition of makeup services business and weak economic conditions in the era of the Covid-19 Pandemic, making researchers interested to know the brand activation strategy applied by Paras Asri Wedding Organizer in the era of the Covid-19 Pandemic. This research aims to find out the strategy of implementing brand activation Paras Asri Wedding Organizer in the era of pandemic Covid-19. This type of research is included in qualitative descriptive research. Techniques in data collection using triangulation in the form of in-depth interviews to the owners of Paras Asri Wedding Organizer, and marketing admins and also instagram admins and documentation on instagram accounts (@asrileksono_parasasriofficial) and nonsystematic observations. Data analysis for qualitative descriptive is using interactive model analysis consisting of three main things, namely data reduction, data presentation and conclusion withdrawal (verification). The results showed that: Paras Asri Wedding Organizer applies brand activation through 4 strategies, namely social media activation, marketing event activation, sponsorship activation and promotion activation.

Keywords: Brand activation, Wedding Organizer, Covid-19