Digital Marketing Communication Strategy of the Organizer Meeting-Incentive-Convention-Exhibition at the Halal Lifestyle Festival in Jakarta

Abstract

This study explores digital marketing communication strategies applied by MICE (Meeting -Incentive -Convention- Exhibition) companies in organizing halal lifestyle concept festivals in Jakarta. Indonesia has a very large Muslim population and significant market potential, Jakarta itself as the largest capital city is very appropriate to be used as the most strategic location in organizing Halal Lifestyle-based events. This study uses a qualitative descriptive approach. The results show that digital marketing through social media such as Instagram and Facebook plays an important and effective role in creating awareness, building a positive image, and increasing audience participation. The main strategies used in Social Media Marketing include selecting social media platforms to use according to the target market, building activities on social media accounts, collaborating with influencers (Key Opinion Leaders) that are appropriate and relevant and utilizing digital ads (Digital ads). The effectiveness of the use of social media can increase engagement and be the main factor in supporting the success and sustainability of halal lifestyle concept festival activities. Suggestions for development include diversifying digital platforms and strengthening the internal social media team.