STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN EVENT HYBRID DI PHENOM EVENT INDONESIA

Abstract

Phenom Event Indonesia offers three types of events with varying qualities that can be chosen directly by clients. These event types consist of face-to-face (Offline), Online (Virtual), and Hybrid. Phenom Event Indonesia focuses on marketing through social media and word of mouth. As the business evolves, additions to Hybrid event capabilities are made gradually. This research draws comparisons with previous studies on the same topic. The aim of this study is to determine marketing strategies needed to increase Hybrid event sales at Phenom Event Indonesia. The study utilizes a qualitative descriptive method with SWOT analysis. Data collection employs three techniques interviews, observations, and documentary studies to achieve research objectives. Marketing strategies for Hybrid Event packages at Phenom Event Indonesia involve leveraging pre-event and on-event services, maintaining good relationships with consumers and vendors, updating website content, and fostering a positive office environment. The company also enhances product quality, offers pricing variations, and special bonuses to tackle market threats. In facing intense competition, the company focuses on improving promotion, human resource skills, and maintaining cleanliness during equipment installation and decoration. These strategies are designed to maximize opportunities, mitigate weaknesses, and address threats to enhance performance and competitiveness in the market. Recommendations from this study include maintaining communication and relational interactions with clients through meetings or social media platforms who have previously used the company's services.

Keywords: Hybrid Event, SWOT Analysis, Tourism, MICE Business, Marketing Strategy