Analisis Strategi Pemasaran Wedding Organizer Mahar Agung pada Pameran Wedding Yes di Tunjungan Plaza
DOI:
https://doi.org/10.37481/jmeb.v6i3.2155Keywords:
Event Marketing, Marketing Strategy, Wedding Organizer, Exhibition, Visitor AnalysisAbstract
The increasing competition among wedding organizers has encouraged companies to implement more effective marketing strategies, particularly through exhibition-based promotional activities. However, empirical studies examining the effectiveness of exhibition marketing based on actual visitor data remain limited. This study aims to analyze the marketing strategy implemented by Mahar Agung Wedding Organizer during the Wedding YES Exhibition at Tunjungan Plaza Surabaya and evaluate its effectiveness based on visitor attendance. A descriptive quantitative approach was employed using structured observation and documentation. Data were collected over three consecutive exhibition days by recording the number of visitors who interacted directly with the Mahar Agung booth and analyzing daily visitor patterns. The findings indicate that the exhibition served as an effective promotional medium by facilitating direct interaction with prospective customers and increasing brand exposure. A total of 57 visitors were recorded during the event, with the highest attendance occurring on Sunday (22 visitors), followed by Friday (19 visitors) and Saturday (16 visitors). These results suggest that visitor interest varied across exhibition days and highlight the importance of scheduling, booth engagement, and direct communication in maximizing exhibition-based marketing performance. The findings provide practical insights for wedding organizers in developing more effective event marketing strategies.
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