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"Skripsi ini membahas mengenai Persepsi Konsumen Pada Pelaksanaan Event Marketing Festival Jajanan Bango 2014. Pada penelitian ini, peneliti menggunakan empat dimensi yaitu : Pervasive and Targeted Communication, Meaningful Experiences, Participative Environment, dan Strengthening Relationship yang didapat dari jurnal Centre for tourism, Hospitality and Events Research, Sheffield Hallam University, UK yang ditulis oleh Phil Crowther. Hasil dari penelitian ini menunjukkan bahwa terdapat 3 indikator yang memiliki nilai rata - rata tertinggi, yakni pada dimensi Strengthening Relationship pada indicator : Saya mendapat pengetahuan tentang budaya kuliner Indonesia setelah mengunjungi event Festival Jajanan Bango. Selanjutnya pada dimensi Pervasive and Targeted Communication pada indikator : Saya setuju dengan tujuan penyelenggaraan event Festival Jajanan Bango adalah untuk melestarikan kuliner nusantara dan yang terakhir pada indikator : Saya mendapat pengetahuan tentang produk Kecap Bango. Ketiga indikator diatas masuk kedalam kategori Baik, yang dapat diambil kesimpulan bahwa persepsi konsumen pada pelaksaan Festival Jajanan Bango 2014 adalah baik.

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This research discusses the Consumer Perception In Event Marketing Implementation Bango Food Festival 2014. This research used 4 dimentions : Pervasive and Targeted Communication, Meaningful Experiences, Participative Environment, and Strengthening Relationship (Centre for tourism, Hospitality and Events Research, Sheffield Hallam University, UK by Phil Crowther). The result of this research show that there is 3 indicators that had the highest average point which are on dimension Strengthening Relationship in indicator : I got some knowledge about Indonesian Culinary culture after attended Bango Festival. After that there's also dimension Pervasive and Targeted Communication in indicator : I agree with the purpose of the Bango Festival is to conserve Indonesian Culinary Culture and for the last in the indicator : I had some knowledge about the Kecap Bango brand. All the indicators are in Good category. The result of the Consumer Perception In Event Marketing Implementation Bango Food Festival 2014 is good."

"Kaum remaja membutuhkan gizi optimal untuk tumbuh kembangnya. Usia ini terbilang usia produktif yang memerlukan susu berkalsium tinggi untuk memperkuat tulang. Namun, pada umumnya mereka lebih dipengaruhi lingkungan dan gaya hidup modern yang acapkali mengabaikan unsur gizi seimbang. Hal tersebut mendorong pelaku bisnis untuk melakukan strategi pemasaran yang salah satunya adalah event marketing. Penelitian ini bertujuan untuk menganalisis pengaruh event marketing yaitu HiLo Teen Festival terhadap customer engagement pada produk HiLo Teen. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan teknik pengumpulan data melalui survei, menyebarkan kuesioner pada 100 responden sesuai kriteria sampel. Teknik penarikan sampel yang digunakan yaitu non-probability sampling. Hasil penelitian menunjukkan bahwa event marketing yaitu HiLo Teen Festival memilki pengaruh terhadap customer engagement pada produk HiLo Teen.

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Teenagers need optimal nutrition for growth and development. This age is considered productive age which requires high calcium milk to strengthen bones. However, in general they are more influenced by the environment and modern lifestyle that often ignores the elements of balanced nutrition. This problem encourages business people to take alternative marketing approaches, one of which is marketing events. The objective of this research is to analyze the effect of event marketing, HiLo Teen Festival towards customer engagement on HiLo Teen products.

This research uses quantitative approach with data collection techniques through surveys, distributing questionnaires to 100 respondents according to the sample criteria. The sampling techniques used is non-probability sampling. The results show that the event marketing, HiLo Teen Festival, have an influence towards customer engagement on HiLo Teen products."

"[ABSTRAKPenelitian ini membahas tentang pengaruh efektivitas event marketing terhadap buying intention produk Speedy Instan. Event marketing merupakan salah satu aktivitas promosi yang dilakukan oleh banyak brand dengan tujuan untuk dapat meningkatkan brand involvement, brand emotion dan brand attitude. Selain aspek brand yang menjadi perhatian juga dilakukan penelitian terhadap aspek event itu sendiri. Perpaduan antara brand dan event merupakan dua faktor penting dalam pengukuran efektivitas suatu event marketing dan juga terhadap buying intention dari suatu produk.

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ABSTRACTThis study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product., This study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product.]"

"Pandemi Covid-19 yang memaksa kita untuk menjaga jarak menjadi tantangan bagi industri hiburan musik. Konser tur antar negara, temu penggemar dan kegiatan lainnya yang dilakukan oleh brand industri musik untuk membentuk pengalaman audiens terpaksa harus ditiadakan. Dalam menghadapi kondisi ini, para pemasar industri hiburan musik memanfaatkan teknologi dan membuat konser virtual sebagai bentuk strategi experiential marketing. Tulisan ini akan menganalisis apakah konser virtual telah memenuhi pilar keberhasilan strategi experiential marketing dibandingkan dengan konser offline. Terdapat sebelas pilar keberhasilan experiential marketing yakni remarkable, shareable, memorable, measurable, relatable, personal, targetable, connectable, flexible, engageable dan believable. Metode penelitian yang digunakan adalah studi kasus komparatif dengan membandingkan satu variabel pada dua sampel yang berbeda atau waktu yang berbeda. Dalam pengaplikasiannya, konser virtual maupun konser offline memiliki kelebihan dan kekurangannya masing-masing. Teknologi augmented reality dan grafis 3D dalam konser virtual menciptakan pengalaman unik melalui efek panggung seolah-olah visual tersebut nyata, sehingga tercipta pengalaman mendalam yang dimana secara psikologis audiens merasa menjadi bagian dari lingkungan virtual tersebut sehingga timbul perasaan nyata ‘berada disana’. Namun, teknologi tidak dapat menggantikan pengalaman yang didapat melalui interaksi tatap muka. Teknologi justru menciptakan cara interaksi baru dan pengalaman unik yang berbeda dari interaksi langsung.

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Covid-19 pandemic forces us to practice physical distancing. This condition leads to a new challenge, especially for the music entertainment industry. Many activities that build the audience's experience such as world tour concerts and fan meetings had to be eliminated. In facing this challenge, music industry marketers take advantage of technology and create virtual concerts as a form of experiential marketing strategy. This study aims to analyze whether virtual concerts have met the pillars of successful experiential marketing strategy compared to offline concerts. There are eleven pillars of experiential marketing such as remarkable, shareable, memorable, measurable, relatable, personal, targetable, connectable, flexible, engageable, and believable. The research method used is a comparative case study, comparing one variable in two different samples or at different times. Study results revealed that both virtual concerts and offline concerts have their respective advantages and disadvantages. Augmented reality technology and 3D graphics used in virtual concerts create a unique experience through stage effects as if the visuals are real, this visualization creating an immersive experience where the audience psychologically become one with the virtual environment and a sense of "being there" arises. However, technology cannot replace the experiences gained through face-to-face interactions. Instead, technology creates a new way of interacting and a unique audience experience. "

"Event sebagai media komunikasi pemasaran memainkan peranan penting dalam mengeratkan hubungan antara perusahaan B2B dengan konsumen industrialnya. Bertujuan untuk menganalisis pengaruh event terhadap kepuasan, kepercayaan, dan loyalitas konsumen industrial, penelitian ini dilakukan secara kuantitatif melalui kuesioner survei yang disebarkan kepada 90 orang reseller dari suatu perusahaan B2B yang merupakan salah satu distributor perangkat cyber security terbesar di Indonesia, yaitu PT M.Tech Products. Penelitian ini mengacu pada Teori Integrated Marketing Communication dan Service Quality diiringi dengan konsep event marketing, kepuasan konsumen, kepercayaan konsumen, serta konsep loyalitas konsumen. Data yang terkumpul melalui survei kemudian dianalisis menggunakan Structure Equation Modelling (SEM) dan diperoleh hasil penelitian yang signifikan bahwa kepercayaan konsumen berperan sebagai mediator terhadap hubungan event dengan loyalitas konsumen, karena event tidak memiliki pengaruh langsung terhadap loyalitas konsumen. Temuan menarik lainnya adalah meskipun kepuasan konsumen tidak memengaruhi loyalitas konsumen, namun kepuasan konsumen dapat menjadi moderator yang menguatkan pengaruh event terhadap kepercayaan konsumen.

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Event as a medium of marketing communication plays an important role in engaging a B2B company with its industrial customers. Aims to analyze the effect of event towards industrial customer satisfaction, trust and loyalty, this research is done quantitatively through a questionnaire survey towards 90 people from 52 reseller companies of a B2B company in Indonesia called PT M.Tech Products which is a leading cyber security provider. The literature comes from the Integrated Marketing Communication and Service Quality theory along with the concept of event marketing, customer satisfaction, customer trust and customer loyalty. By using the Structure Equation Modeling (SEM) analysis, this research shows a significant result that the customer trust has a mediating role in the relationship between event and customer loyalty since the event has no direct effect to customer loyalty. Another finding shows that even though the customer satisfaction does not affect the relationship between event and customer loyalty, but it surprisingly becomes a moderator which strengthens the relationship between event and customer trust."

"Penelitian ini berupa business coaching yang dilaksanakan di UMKM Panglima Kopi yang berlokasi di Pondok Kelapa, Jakarta Timur. Tujuan dari pelaksanaan business coaching ini adalah mendorong penjualan dan daya saing  melalui penerapan aktifitas promosi event marketing dan bundling produk. Strategi diversifikasi produk baru Ready to Drink untuk take away. Selain itu, dalam upaya meningkatkan kualitas pelayanan pada pelanggan maka dibuatkan SOP Waitress pada UMKM Panglima Kopi. Pengumpulan data yang dilakukan dengan Teknik wawancara kemudian dianalisis menggunakan analisis SWOT, STP, Business Model Canvas, Value chain analysis, Marketing Mix, Porters 5 Forces, gap analysis, dan pareto analysis.

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This research is in the form of business coaching conducted at the Panglima Kopi MSME, located in Pondok Kelapa, East Jakarta. The purpose of implementing this business coaching to encourage sales and competitiveness through the application of event marketing promotion activities and product bundling. The strategy of diversifying new products Ready to Drink for take away. In addition, in an effort to improve the quality of service to customers, a SOP Waiter for the Panglima Kopi MSME was made. Data collection conducted with interview techniques then analyzed using SWOT, STP, Business Model Canvas, Value chain analysis, Marketing Mix, Porters 5 Forces, gap analysis, and pareto analysis."

"Suatu produk yang berhasil di ingat konsumen tidak akan pernah terlepas dari fungsi komunikasi pemasaran. Adanya komunikasi pemasaran dapat mewakili suara perusahaan untuk menjadi sarana dalam menjalin komunikasi dan membangun hubungan dengan pelanggan. Salah satu aktivitas pemasaran yang dilakukan perusahaan selama ini selalu mengutamakan marketing event secara tatap muka sebagai strategi pemasaran utamanya. Hadirnya pandemi Covid-19, marketing event bertransformasi menjadi kegiatan virtual dimana perusahaan harus mengikuti perkembangan tersebut agar tidak tertinggal. Penelitian ini menggunakan beberapa konsep serta referensi dari Marketing Event, Computer Mediated Communication dan Hierarchy of Effect. Strategi penelitian ini menggunakan studi fenomenologi dengan pendekatan kualitatif. Sebagai penelitian kualitatif, peneliti melakukan tahapan wawancara mendalam dan observasi kepada tiga informan yang mempunyai pengalaman dalam ikut serta marketing event di masa pandemi Covid-19. Hasil dari penelitian ini menunjukan bahwa keberhasilan pembentukan pemahaman dalam mengikuti marketing event tergantung dari sektor perusahaan. Untuk produk skincare dan smartphone, marketing event secara virtual dinilai sudah memberikan pemahaman terhadap produk kepada konsumen. Sedangkan pada produk printer, acara virtual dinilai kurang memberikan pemahaman karena informan tidak bisa merasakan langsung pengalaman terhadap produk.

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A product that is successfully remembered by consumers will never be separated from the marketing communication function. The existence of marketing communications can represent the voice of the company to be a means of establishing communication and building relationships with customers. One of the marketing activities carried out by the company so far has always prioritized face-to-face marketing events as its main marketing strategy. With the presence of the Covid-19 pandemic, marketing events have transformed into virtual activities where companies must follow these developments so they don't get left behind. This study uses several concepts and references from Event Marketing, Computer Mediated Communication and Hierarchy of Effect. This research strategy uses a phenomenological study with a qualitative approach. As a qualitative research, the researcher conducted in-depth interviews and observations with three informants who had experience in participating in marketing events during the Covid-19 pandemic. The results of this study indicate that the success of forming understanding in participating in marketing events depends on the company sector. For skincare and smartphone products, virtual marketing events are considered to have provided an understanding of the product to consumers. Meanwhile, for printer products, virtual events are considered to lack understanding because the informants cannot experience the product directly."