WEDDING ORGANIZER MARKETING STRATEGY ANALYSIS VIA INSTAGRAM ON INTAN WISMA WEDDING ORGANIZER

Abstract

The phenomenon of increasing use of social media as a marketing tool has changed the way businesses interact with audiences and potential clients, including in the wedding organizer industry. This study aims to analyze the marketing strategy implemented by Intan Wisma Wedding Organizer through Instagram as a digital platform. The focus of the research is on efforts to increase market reach, audience engagement, and client conversion. This research aims to analyze the marketing strategy carried out by Intan Wisma Wedding Organizer through Instagram as a digital platform to increase market reach, audience engagement, and client conversion. This study uses a qualitative approach with interview methods with digital marketing managers, social media teams, and clients. The results of the study show that Instagram is an effective marketing tool through visual features such as Reels, Stories, and paid ads, which can increase the attractiveness of the service and reach potential clients. However, the main challenge faced is maintaining consistency of quality content and adapting to changes in Instagram's algorithm. Suggestions are given to improve marketing success, such as content diversification, use of new features, and more optimal ad management.