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

Septi Kurnia Prastiwi (), Zakky Fahma Auliya, Nur Wening and Rahmadona Atik Indriasari
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Septi Kurnia Prastiwi: University of Technology Yogyakarta, Doctoral Student of Management Science
Zakky Fahma Auliya: UIN Raden Mas Said, Faculty of Economics and Business
Nur Wening: University Yogyakarta, Doctoral Program of Technology
Rahmadona Atik Indriasari: UIN Raden Mas Said, Management Business Syariah, Faculty of Islamic Economics and Business

A chapter in Proceedings of the 1st International Conference on Management and Business (ICoMB 2022), 2023, pp 171-193 from Springer

Abstract: 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.

Keywords: brand image; service quality; purchase; social media marketing; promotion (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-160-9_19

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