Strategi Pemasaran Digital Terhadap Perencanaan Pernikahan Berbasis Wisata di Bali: Studi Kasus D’Organizer Wedding and Events Planner

I Gede Agus Deny Permana; Kadek Ayu Ekasani; Firman Sinaga

doi:10.47492/jrt.v6i1.4161

I Gede Agus Deny Permana Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Kadek Ayu Ekasani Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Firman Sinaga Institut Pariwisata dan Bisnis Internasional (IPBI), Bali

DOI: https://doi.org/10.47492/jrt.v6i1.4161

Keywords: Wedding Tourism, Digital marketing, Wisata Bali

Abstract

The wedding tourism industry in Bali is evolving alongside advancements in digital technology and shifting consumer preferences. D’Organizer Wedding and Events Planner faces challenges in leveraging social media and digital platforms to strengthen branding and reach global markets. This study aims to formulate a culturally rooted and sustainable digital marketing strategy by employing a qualitative approach through SWOT analysis, digital observation, and in-depth interviews. Findings reveal internal factor scores of 2.90 and external factor scores of 3.10, positioning the organization in Quadrant II of the IE Matrix, which calls for growth strategies. Key strengths include reputation, team expertise, and integration of Balinese culture, while weaknesses involve limited digital resources, under-optimized website and SEO, and the absence of CRM. Major opportunities arise from the growing trend of destination weddings, government support, and collaborations with influencers and hotels. Development strategies are directed toward intensifying promotions on Instagram, TikTok, and YouTube, enhancing client engagement, and creating thematic packages based on Balinese culture. Recommendations emphasize content improvement, adoption of digital analytics, establishment of CRM systems, and formulation of digital marketing SOP.

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