VIBES STUDIO FOTO'S BUSINESS STRATEGY IN INCREASING COMPETITIVENESS IN THE ERA OF SOCIAL MEDIA

Business strategy is a plan or approach designed by an organization to achieve its business goals, optimize resources, and create a competitive advantage in the market. Digital marketing has become one of the key strategies in introducing products or services to the public through the internet. This study aims to analyze the business strategy implemented by Vibes Studio Foto in utilizing social media to enhance competitiveness in the digital era. A qualitative approach with a case study of Vibes Studio Foto was used for this research. Data was collected through in-depth interviews with the owner and managers of the photo studio and observations of the studio's social media activities. The findings show that Vibes Studio uses social media platforms such as TikTok, Instagram, and Facebook to expand its market reach, with TikTok and Instagram proving to be more effective. The main challenge faced is the limitation in creating professional content, but the studio sees significant opportunities in content innovation and following digital trends. Additionally, the implemented marketing strategy has successfully increased visibility and customer appeal. Moving forward, Vibes Studio plans to expand its market by opening new branches in other locations and continue innovating. This study contributes to understanding the role of social media in marketing strategies to improve competitiveness in the photography industry