STRATEGI MOBILE MARKETING PADA BISNIS WEDDING ORGANIZER: DETERMINAN KEPUTUSAN KONSUMEN

Abstract

The shift to digital platforms has transformed marketing strategies in Indonesia, making social media, particularly Instagram, an effective and efficient channel for promoting wedding organizer (WO) services. This study aims to analyze the influence of consumer reviews, service quality, price, and promotions on the decision to use WO services through mobile marketing strategies on Instagram. The study used a quantitative explanatory design with multiple linear regression analysis, processing primary data from 92 respondents through purposive sampling and supplemented with secondary data. The dependent variable, the decision to use services, was measured using five indicators: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. The results show that consumer reviews, service quality, price, and promotion have a significant simultaneous and partial influence on the decision to use wedding organizer services. This model explains 53% of the variability in consumer decisions (R Square = 0.530), with the largest contributions coming from testimonials and service quality. The novelty of this study lies in the integration of four variables within an Instagram-based mobile marketing framework, which has not been widely explored in previous research, with comprehensive consumer decision indicators. This research provides practical implications for wedding organizer businesses to optimize consumer review management, maintain service quality, ensure price transparency, and implement creative promotions through Instagram to increase service use decisions in the competitive digital era