Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)

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The Existence of Post-pandemic Wedding Organizer Services Through the Role of Brand Image Mediation in Social Media Marketing, Promotion, and Service Quality Toward the Decision to Choose Wedding Organizer Services

Authors
Septi Kurnia Prastiwi1, *, Zakky Fahma Auliya2, Nur Wening3, Rahmadona Atik Indriasari4
1Doctoral Student of Management Science, University of Technology Yogyakarta, Yogyakarta, Indonesia
2Faculty of Economics and Business, UIN Raden Mas Said, Surakarta, Indonesia
3Doctoral Program of Technology, University Yogyakarta, Yogyakarta, Indonesia
4Management Business Syariah, Faculty of Islamic Economics and Business, UIN Raden Mas Said, Surakarta, Indonesia
*Corresponding author. Email: septikurnia.prastiwi@staff.uinsaid.ac.id
Corresponding Author
Septi Kurnia Prastiwi
Available Online 10 May 2023.
DOI
10.2991/978-94-6463-160-9_19How to use a DOI?
Keywords
brand image; service quality; purchase; social media marketing; promotion
Abstract

The Covid-19 pandemic has an impact on wedding organizer services, many business actors have suffered losses due to the cancellation of wedding service bookings, the retreat of wedding reception events to a reduction in the number of guests so that they experience a decrease in sales turnover, amid competition and challenges of wo services to stay afloat and face competition, so research by evaluating the factors that strengthen consumers in choosing wedding organizer services, in addition to that there is a gap in the results of previous studies on variables that affect purchasing decisions. This research will prove the role of brand image as a mediating variable for the influence between service quality, promotion, and social media marketing on purchasing decisions. This research will examine consumers at one of the wedding organizers in Yogyakarta, namely Azza wedding organizer, with the main market share in Yogyakarta and Central Java. It turns out that promotion and social media marketing have not been proven to improve brand image and the decision to use wedding services.. In this study, brand image proved to be a mediating variable between service quality and the decision to use services Azza wedding and its influence on the decision to use the service is greatest compared to other variables.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 May 2023
ISBN
978-94-6463-160-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-160-9_19How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Septi Kurnia Prastiwi
AU  - Zakky Fahma Auliya
AU  - Nur Wening
AU  - Rahmadona Atik Indriasari
PY  - 2023
DA  - 2023/05/10
TI  - The Existence of Post-pandemic Wedding Organizer Services Through the Role of Brand Image Mediation in Social Media Marketing, Promotion, and Service Quality Toward the Decision to Choose Wedding Organizer Services
BT  - Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
PB  - Atlantis Press
SP  - 171
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-160-9_19
DO  - 10.2991/978-94-6463-160-9_19
ID  - Prastiwi2023
ER  -