| Cendana Photography is a company that worked in wedding photography services. Now, Cendana Photography has documentation packages for wedding and pre-wedding. Competition between the photo studios is currently quite tight, especially for wedding services providers. A large number of new competitors who already experienced in this business or someone new are emerging and they are racing in grabbing market intention because of interest in using this’ kinds of services is increasing every year. Therefore, to be able to face the competition, Cendana Photography needs exact promotion strategy. In this final study, to make a proper marketing strategy required analysis of consumer behavior. Consumer behavior observed in this study included; identity, behavior or general habits concerned with the use and need of wedding photography services, a valuation of Cendana Photography compare with other competing brands and consumer knowledge of Cendana Photography itself. Then the methods used to support this research are descriptive statistics, cross tab test and SWOT analysis. Therefore, from data processing can be known consumer identity, consumer behavior related with decision making of wedding photography services, consumer priority in demand and assessment of Cendana Photography with other competitors and the effectiveness of Cendana Photography’s promotion so far. With further data processing analyzed then the best proposal marketing strategy should be used is using online media marketing and monthly discount program. |