PROPOSED STRATEGY FOR VK ORGANIZER TO INCREASE CUSTOMER ENGAGEMENT ON SOCIAL MEDIA INSTAGRAM

• Main Author: Kurniadi, Viki
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/65367
• Institution: Institut Teknologi Bandung

Wedding Organizer is a service business that develops along with changes in people's lifestyles. In the wedding organizer business, a good reputation and public trust are the main factors in getting customers. To improve the reputation of the wedding organizer, it is necessary to have marketing communication. The purpose of this research is to find out the internal and external causes of VK Organizer in relation to digital marketing performance. The problem faced by VK Event Organizer is the lack of customer engagement on social media, especially Instagram. To answer the problem author used Segmentation, Targeting and Positioning (STP) and VRIO analysis in internal analysis, PEST analysis, competitor analysis for external. After getting the root of the problem, the writer will find a solution using SWOT analysis and TOWS analysis. Based on TOWS analysis and referring to the results of the fishbone analysis where there is a vacancy in the position of social media specialist and also does not have content to increase engagement and promotion. Besides that, in order to get high engagement on social media, especially Instagram, solutions to improve the internal side of the company such as conducting training and people development, recruiting creative directors, formulating special packages, and renting co-working space as a representative office of the VK Event Organizer. And to provide external solutions to generate good engagement on social media, especially Instagram, a social media campaign was carried out and also increased traffic on the VK Event Organizer website.