Analysis of Promotional Strategy for Bridal Makeup Services at Paras Asri Wedding Organizer through Social Media
Paras Asri Wedding Organizer is a business in the field of bridal makeup services that also provides wedding dress rentals, photographers, videographers, wedding tents and wedding decorations. Researchers chose Paras Asri Wedding Organizer with the aim of knowing how to promote social media promotion strategies. This study describes the form of promotion strategy in social media used by Paras Asri Wedding Organizer. The research design used is a qualitative descriptive type of research. The data collection method in this research is using interview and documentation techniques. The instrument used was an interview guide in the form of a list of questions and also documentation in the form of photos of activities and brochures. The data analysis technique used in this study is to use the stages of data reduction, data presentation, and drawing conclusions. This study refers to the theory of promotion mix proposed by Kotler and Keller (2012:202). Based on the results of the study, it showed that Paras Asri Wedding Organizer implemented a promotional strategy that contained a promotion mix that contained advertising (Advertising) promotions through several media such as Instagram, TikTok, and WhatsApp, Sales Promotion (Sales Promotion) implemented promotions through social media, Public Relations (Relations).PublicRelationships) that influence consumers through interesting content and collaboration with models or celebrities,(Personal SellingPersonal Selling) direct communication between the owner and the bride and groom, Direct Marketing (Direct Marketing) social media as a place to share interesting and creative content to attract attention of the bride and groom.