1. Anabila Humairoh 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember 

2. Ika Sisbintari 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

DOI: https://doi.org/10.19184/jsb.v12i1.60006

ABSTRACT 

This study aims to examine the implementation of the promotional mix by Estoria Photography in Jember. The research method used was a descriptive qualitative approach involving observation, interviews, and documentation, with informants selected using purposive sampling. The data analysis techniques employed were domain analysis and taxonomy. The results indicate that Estoria Photography has implemented the five elements of the promotional mix. Advertising is conducted regularly through Instagram social media content that reflects Estoria’s unique identity. Sales promotion is carried out through bundled packages, price reductions, bonuses, and discounts for loyal customers. Personal selling is conducted through direct, personal communication between Estoria sales representatives and consumers during wedding expos. Direct marketing is conducted via WhatsApp Business. External public relations are conducted through collaborations with partners and social activities for orphans, while internal public relations are conducted through “happy camp” activities among employees. 

Kata kunci: Implementation, Promotion Mix, Photography Services