The Role of Digital Marketing in International Client Acquisition Within the Luxury Wedding Industry: A Case Study of The Wedding Bliss Thailand

Deroubaix, Victoria Laurence D. (2026) The Role of Digital Marketing in International Client Acquisition Within the Luxury Wedding Industry: A Case Study of The Wedding Bliss Thailand. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi bagaimana strategi pemasaran digital mendukung perolehan klien internasional melalui peningkatan visibilitas merek, keterlibatan pelanggan, dan kepercayaan digital dalam industri pernikahan destinasi mewah. Penelitian ini menggunakan The Wedding Bliss Thailand sebagai studi kasus dengan pendekatan kualitatif untuk mengkaji pemanfaatan media sosial oleh perusahaan, perjalanan pelanggan mulai dari tahap penemuan awal hingga pengajuan pemesanan, serta mekanisme pembentukan kepercayaan digital di kalangan klien internasional. Penelitian dilakukan melalui wawancara dengan pertanyaan terbuka dan analisis konten digital. Analisis temuan didasarkan pada teori pemasaran media sosial, keterlibatan pelanggan, pengambilan keputusan konsumen, perilaku konsumen lintas negara, dan kepercayaan digital.
Hasil penelitian menunjukkan bahwa platform media sosial, khususnya Instagram, memiliki peran penting dalam meningkatkan visibilitas perusahaan di tingkat internasional serta menarik minat awal calon klien. Selain itu, keberadaan situs web yang dirancang secara profesional, testimoni pelanggan yang autentik, komunikasi yang dipersonalisasi, dan konsistensi identitas merek terbukti mampu memperkuat kepercayaan digital sepanjang proses pengambilan keputusan pelanggan. Dengan mengintegrasikan temuan-temuan tersebut, penelitian ini memberikan kontribusi terhadap pemahaman yang lebih mendalam mengenai peran pemasaran digital dalam mendukung perolehan klien internasional pada industri jasa mewah. Selain itu, penelitian ini juga memberikan implikasi praktis bagi penyedia jasa perencana pernikahan destinasi maupun penyedia layanan internasional lainnya dalam memperkuat kehadiran digital serta membangun kepercayaan di kalangan pelanggan global.
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This research explores how digital marketing strategies facilitate international client acquisition by enhancing brand visibility, customer engagement, and digital trust within the luxury destination wedding industry. Focusing on The Wedding Bliss Thailand as a qualitative case study, the research examines the company’s use of social media marketing, the customer journey from initial discovery to booking inquiry, and the mechanisms through which digital trust is established with international clients. The study employs open-ended interview questions and digital content analysis, drawing on theories of social media marketing, customer engagement, consumer decision-making, cross-border consumer behavior, and digital trust to interpret the findings. The results demonstrate that social media platforms, particularly Instagram, play a crucial role in increasing international visibility and generating initial interest, while a professionally designed website, authentic testimonials, personalized communication, and consistent branding strengthen digital trust throughout the customer decision-making process. By integrating these findings, the study contributes to a deeper understanding of how digital marketing supports international client acquisition in luxury service industries and provides practical insights for destination wedding planners and other international service providers seeking to strengthen their digital presence and build trust with global clientele.
Keywords: Consumer Decision-Making, Customer Engagement, Digital Trust, International Client Acquisition, Social Media Marketing.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Keywords: Consumer Decision-Making, Customer Engagement, Digital Trust, International Client Acquisition, Social Media Marketing ========================================================== Kata kunci: Kepercayaan Digital, Keterlibatan Pelanggan, Pemasaran Media Sosial, Pengambilan Keputusan Konsumen, Perolehan Klien Internasional.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Deroubix Victoria Laurence D.
Date Deposited:	31 Jul 2026 04:02
Last Modified:	31 Jul 2026 04:02
URI:	http://repository.its.ac.id/id/eprint/140467

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