EVENT MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN BRAND AWARENESS THE HALLWAY SPACE KOTA BANDUNG

Ananda Bagus, Arief Nugraha (2022) EVENT MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN BRAND AWARENESS THE HALLWAY SPACE KOTA BANDUNG. S1 thesis, Poltekpar NHI Bandung.

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Abstract

As marketing concepts evolve in shaping and increasing brand awareness, various tourist attractions have brought innovation in creating new marketing strategies that can be used. One of the marketing strategies that can be applied to tourist attractions in order to increase brand awareness is the event marketing strategy. Based on this, this study aims to determine the influence of the presentation through the event on the brand awareness formed in the visitors of The Hallway Space. The event studied in this study is "The Reflection of a New Beginning" event organized by The Hallway Space as a shopping tourist attraction in the city of Bandung. The population studied in this study was all visitors to The Hallway Space who had visited "The Reflection of a New Beginning" event at least once. The sampling method used is in the form of an accidental sampling method with a total sample of 100 people. This study used a simple linear regression test as an analysis technique, and from the analysis carried out, results were obtained that showed that the event "The Reflection of a New Beginning" had a significant and positive influence on the brand awareness of The Hallway Space visitor with moderate categories. Keyword: Brand awareness, Event marketing, Strategies

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