Marketing Communication Strategy of Arif Catering Service and Organizer for Promotion Using the Aisas Model

This research examines the marketing communication strategy applied by Arif Catering Service and Organizer CV. Arif Abbasy Mahardika in increasing customer interest through promotion. The background of this research departs from the intense competition in the catering service industry and event organizers that are increasingly competitive and changes in consumer behavior that tend to be digital. The purpose of this research is to analyze how marketing communication strategies are used by Arif Catering, the media adopted, and the effectiveness of these strategies in attracting customers. This research methodology uses a qualitative approach with a post-positivism paradigm. Data collection was conducted through interviews, observation, and documentation involving informants from Arif Catering’s management and customers. The research findings show that Arif Catering implements a marketing communication mix that includes digital advertising, sales promotion, and public relations to strengthen its position in the market. In its implementation, the strategy integrated with digital media proved to be more effective in attracting customers, especially in the post-pandemic period. This research contributes to the marketing literature by highlighting the importance of data-driven and digitally-adaptive marketing communication strategies to support the success of small and medium-sized enterprises (SMEs) in the service sector in Indonesia. The practical implications of this research are expected to serve as a guideline for other catering and event organizer businesses in developing relevant and effective marketing strategies.