%A NIM.: 19107030072 Adh Dhuha Nava Syabandana
%O Pembimbing:
%T ANALISIS STRATEGI KOMUNIKASI PEMASARAN NEO WEDDING SINGER DALAM MENGHADAPI PERSAINGAN BISNIS PASCA PANDEMI COVID-19
%X The wedding business is a big industry in Indonesia, but it has experienced difficulties due to the COVID-19 pandemic. Intimate and minimalist weddings have become more popular, and many new vendors have emerged. Neo Wedding Singer (NWS) as a wedding music entertainment service has felt the impact, including increasingly tight competition. One way for businesses to survive and be chosen by customers is to use marketing communication strategies. The purpose of this study is to analyze the marketing communication strategy of NWS in facing business competition after the COVID-19 pandemic. The method used is descriptive qualitative study with data collection methods of interviews, observations, and documentation. The results showed that NWS has a solid marketing communication strategy to overcome the intangible nature of its services, increase customer engagement, manage supply and demand, and build good relationships with customers through contact staff. The strategy is implemented through social media, service education, wedding packages, rescheduling dates, and good communication. In conclusion, NWS has an effective marketing communication strategy to face business competition after the COVID-19 pandemic
%K Marketing Communication Strategy, Wedding Business Competition, Wedding, Intangibility, Customer
%D 2024
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib65435