Qurratu „Aini, Salwa and Hapsari Dian Sylvatri,, S.S., M.I.Kom (2023) Strategi manajemen event oleh marketing Public Relations dalam meningkatkan Branding Mall Malang City Point. Diploma thesis, Universitas Brawijaya.
Abstract
Pusat perbelanjaan di Indonesia sedang mengalami pertumbuhan dan perkembangan yang pesat. Setiap tahunnya pasti selalu ada pusat perbelanjaan yang baru dibangun terutama di kota-kota besar. Manajemen event merupakan salah satu usaha yang dilakukan oleh pusat perbelanjaan untuk meningkatkan branding kepada masyarakat. Agar event tersebut dapat memberikan hasil positif bagi pusat perbelanjaan, maka perlu dikelola dengan baik. Penelitian ini membahas strategi manajemen event yang dilakukan oleh Marketing Public Relations Mall Malang City Point. Strategi manajemen event Mall Malang City Point ada tiga, yaitu; event internal, event class community dan event eksternal berbayar. Marketing Public Relations melaksanakan strategi manajemen event tersebut menggunakan 4 tahapan penting diantaranya; perencanaan, pengorganisasian, pengimplementasian, dan evaluasi. Dari hasil penelitian diperoleh bahwa hasil dari penerapan strategi manajemen event Mall Malang City Point menghasilkan branding melalui analisis indikator branding yaitu recognition, reputation, affinity, and loyality. Dengan indikator tersebut dapat disimpulkan bahwa event merupakan sebuah langkah dalam meningkatkan branding dan menjadi bagian yang sangat populer sebagai peluang promosi yang sangat baik.
English Abstract
Shopping centers in Indonesia are experiencing rapid growth and development. Every year there are always new shopping centers built, especially in big cities. Event management is one of the efforts made by shopping centers to improve branding to the public. In order for the event to provide positive results for the shopping center, it needs to be managed properly. This study discusses the event management strategy implemented by the Marketing Public Relations Mall Malang City Point. There are three Malang City Point Mall event management strategies, namely; internal events, community class events and paid external events. Marketing Public Relations implements the event management strategy using 4 important stages including; planning, organizing, implementing, and evaluating. From the research results it was found that the results of the implementation of the Malang City Point Mall event management strategy resulted in branding through analysis of branding indicators namely recognition, reputation, affinity, and loyalty. With these indicators it can be concluded that events are a step in increasing branding and become a very popular part as an excellent promotional opportunity
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052317 |
| Uncontrolled Keywords: | Manajemen Acara, Marketing Public Relations, Branding-Event Management, Marketing Public Relations, Branding |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | Emy Sukartini |
| Date Deposited: | 30 Jan 2024 08:42 |
| Last Modified: | 30 Jan 2024 08:42 |
| URI: | http://repository.ub.ac.id/id/eprint/214915 |
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Text (DALAM MASA EMBARGO)
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