Strategi Promosi “Klasik Photography” dalam Menghadapi Persaingan Industri Fotografi di Kota Bandung

Abstract

ABSTRACT. Photography industry has continued to improve. In Bandung the development of the photography industry is also increasing. Every business person must be able to devise a good strategy in order to compete with other competitors, as well as that done by Klasik Photography. Klasik Photography is one of the services of wedding photography in the city of Bandung, with intense competition and the many competitors that make Klasik Photography compose a good promotional strategy to be able to compete. This is included in the focus of research. The purpose of this research is to find out: promotional steps taken by Klasik Photography in facing the competition of wedding photography services in the city of Bandung; the obstacles facing Klasik Photography in facing the competition of wedding photography services in the city of Bandung; the difference between promotional strategies undertaken by Klasik Photography and other photography promotion strategies; Klasik Photography reasons make promotional strategies by improving the quality of wedding products. This research was designed as a qualitative study using the case study method. Data collection techniques in this study used in-depth interview instruments, documentation and direct observation in Klasik Photography. In testing the validity of the data and the results of research using triangulation techniques of data sources. The promotional steps undertaken by Klasik Photography in the face of competition in wedding photography services in the city of Bandung is by collaborating with one of the largest wedding and honeymoon communities in Indonesia, Weddingku, marketing their photos (albums), videos and outputs on social media, Instagram, and what is most focused on is improving the quality of wedding products, photo albums, the following things also make a difference between Klasik Photography promotion strategies and other photography. As well as the obstacles that Klasik Photography faces in facing competition in wedding photography services in the city of Bandung are the development of rapidly developing technology and other photographers installing relatively lower prices, and the reason Klasik Photography makes promotional strategies by improving the quality of wedding products is because in the present age, creativity or wedding product innovation also needs to be developed to support companies in order to continue to compete with emerging competitors or new photographers. Keywords: Promotion Strategy, Klasik Photography, Photography Industry Competition