Yuniza, Putri Maharani and Harahap, Suheri (2026) Marketing Communication Strategy for Potential Clients and Consumers at Giara and Master Wedding Organizer. International Journal Of Humanities Education And Social Sciences (IJHESS), 5 (6). pp. 3348-3358. ISSN e-ISSN: 2808-1765
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Abstract
This study aims to examine and compare the marketing communication strategies ( Integrated Marketing Communication ) implemented by Giara Wedding Organizer and Master Wedding Organizer towards two different audience entities, namely clients and potential consumers ( leads ) . The fundamental problem in this research is the existence of a gap and fluctuation in conversion from the awareness stage to purchasing action . , where Giara Wedding Organizer as a new business actor does not yet have a clear marketing communication mix, while Master Wedding Organizer already has this communication mix . This research uses a qualitative approach with a comparative case study method . Data collection techniques were carried out through interviews, observations, and documentation with the Owner of Giara Wedding Organizer and Master Wedding Organizer . Data collection focused on five main elements of the integrated marketing communications mix, namely advertising media ( advertising ) , sales promotion , public relations , face to face selling ( personal selling ) , and direct marketing . The analysis aimed to see how the mix was implemented, both as a retention and relationship maintenance tool for clients , and as a persuasion, education, and conversion tool for potential consumers . Furthermore, the study identified supporting factors (such as effective communication and a solid work team) and inhibiting factors (such as differing expectations and budget constraints) in the implementation of this communication.
| Jenis Item: | Artikel |
|---|---|
| Uncontrolled Keywords: | Marketing Communication Strategy, Wedding Organizer, Integrated Marketing Communication (IMC). |
| Subjects: | 300 Social sciences > 302 Social intercd /ction |
| Divisions: | Artikel (Jurnal, Koran, Majalah) |
| Pengguna yang mendeposit: | Ms Habiba Nur Maulida |
| Date Deposited: | 07 Jul 2026 08:39 |
| Last Modified: | 07 Jul 2026 08:39 |
| URI: | http://repository.uinsu.ac.id/id/eprint/26596 |
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