Skripsi

KOMUNIKASI PEMASARAN WEDDING ORGANIZER HELLO BRIDES DALAM MENINGKATKAN BRAND IMAGE DI PALEMBANG

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Penilaian

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This research is entitled “Marketing Communication of Hello Brides Wedding Organizer in Enhancing Brand Image in Palembang”. The purpose of this study is to analyze how Hello Brides applies marketing communication strategies to increase its brand image amid the competitive wedding organizer industry. This study uses a qualitative approach with a descriptive method. Data were collected through in-depth interviews, observation, and documentation, and analyzed using Kotler & Keller’s 4P Marketing Mix theory, which includes the dimensions of product, price, place, and promotion. The findings show that Hello Brides’ marketing communication is integrated into every element of the 4P. In terms of product, the message emphasizes service personalization through wedding stylists, color analysis, and digital wedding checklists, communicated using visual language and personal narratives on social media. In terms of price, a value-based pricing strategy is supported by persuasive communication highlighting benefits over costs. In terms of place, the selection of a strategically located office is combined with face-to-face communication that builds trust. In terms of promotion, Instagram, TikTok, and the official website are utilized consistently with a visual style aligned with a professional and trustworthy brand image. The conclusion of the study indicates that Hello Brides’ success in building a positive brand image is not only determined by service quality, but also by the consistency of creative, adaptive, and relevant marketing communication aligned with the characteristics of the target audience. This research is expected to serve as both an academic reference and a practical guide for professionals in the wedding organizer industry in integrating marketing elements with effective communication. Keywords: Brand Image, Marketing Communication, Marketing Mix, Wedding Organizer

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507005905	T184596	T1845962025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1845962025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xiv, 159 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Ilmu Komunikasi--Strategi Komunikasi

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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