Strategi Komunikasi Pemasaran dalam Meningkatkan Klien Event Organizer CV Ritme Ajib Jember

Abstract

The rapid development of the Event Organizer (EO) industry in Indonesia, especially in Jember Regency, has led to intense competition that demands the implementation of effective marketing communication strategies. This study aims to analyze the marketing communication strategies applied by CV Ritme Ajib Jember in efforts to increase the number of clients, as well as to identify the inhibiting factors faced by the company. The research approach used is descriptive qualitative with purposive sampling technique involving owners, employees, and clients as the main informants. Data were collected through observation, in-depth interviews, documentation, and literature review, then analyzed using triangulation techniques to ensure the validity of the findings. The results show that CV Ritme Ajib Jember integrates various forms of promotional mix such as social media (Instagram), personal selling, sales promotion, direct marketing, and public relations, which prove effective in attracting and retaining clients. However, the company faces challenges such as price competition, limited resources, and changing consumer behavior in the digital era. Therefore, this study recommends strengthening digital marketing capacity, service innovation, product differentiation, marketing budget optimization, and enhancing customer relationships as key strategies to maintain competitive advantage. These findings are expected to provide practical contributions to the development of marketing communication strategies in the EO industry, particularly in the Jember area.

Keywords

Event Organizer; Customer Loyalty; Social Media; Digital Marketing; Marketing Communication Strategy