Pengaruh Event Marketing terhadap Brand Experience, Brand Equity dan Purchase Intention (Studi Kasus pada Event Eureka Fest 2023 dan Merek Emina)

Risanti, Muthmainnah and Rizal Alfisyahr, SE., MM. (2024) Pengaruh Event Marketing terhadap Brand Experience, Brand Equity dan Purchase Intention (Studi Kasus pada Event Eureka Fest 2023 dan Merek Emina). Sarjana thesis, Universitas Brawijaya.

Abstract

Persaingan bisnis yang semakin ketat mengakibatkan adanya pergeseran metode pemasaran dari tradisional ke pemasaran berbasis pengalaman. Penerapan metode pemasaran berbasis pengalaman atau experiential marketing dapat menguntungkan perusahaan karena pengalaman merek yang berkesan akan menghasilkan keunggulan kompetitif yang sulit ditiru oleh kompetitor. Keunggulan kompetitif tersebut akan meningkatkan nilai ekuitas merek dan berdampak pada minat beli konsumen. Salah satu strategi untuk menerapkan experiential marketing adalah menyelenggarakan event marketing seperti halnya yang dilakukan oleh Emina, brand kecantikan lokal yang menggelar Eureka Fest 2023 sebagai strategi komunikasi pemasaran. Penelitian ini bertujuan untuk mengkaji pengaruh event marketing terhadap brand experience, brand equity, dan purchase intention. Jenis penelitian ini menggunakan explanatory research dan pendekatan kuantitatif. Sampel yang digunakan berjumlah 170 orang pengunjung Eureka Fest 2023 yang ditentukan melalui metode non-probability sampling dan teknik purposive sampling. Metode pengumpulan data yang digunakan yakni survei dengan menyebarkan kuesioner daring melalui Google Form. Penelitian ini menggunakan teknik analisis Structural Equation Model-Partial Least Square (SEM-PLS) melalui dua tahap analisis statistik, yaitu analisis Outer Model dan Inner Model. Analisis data dijalankan menggunakan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa Event Marketing memiliki pengaruh positif signifikan terhadap Brand Experience, Event Marketing memiliki pengaruh positif dan tidak signifikan terhadap Brand Equity, Event Marketing memiliki pengaruh positif signifikan terhadap Purchase Intention, Brand Experience memiliki pengaruh positif signifikan terhadap Brand Equity, Brand Experience memiliki pengaruh negatif dan tidak signifikan terhadap Purchase Intention, dan Brand Equity memiliki pengaruh positif signifikan terhadap Purchase Intention.

English Abstract

Increased business competition has resulted in a shift from traditional marketing methods to experiential marketing. The application of experiential marketing methods could benefit companies since memorable brand experiences will generate competitive advantages that are difficult for competitors to replicate. This competitive advantage will increase the value of brand equity and have an impact on consumer purchase intention. One of the strategies to implement experiential marketing is to organize event marketing as done by Emina, a local beauty brand that held Eureka Fest 2023 as a marketing communication strategy. This study aims to examine the effect of event marketing on brand experience, brand equity, and purchase intention. The type of this research uses explanatory research and a quantitative approach. The sample used amounted to 170 visitors of Eureka Fest 2023 who were determined through non-probability sampling method and purposive sampling technique. The data collection method used is a survey by distributing online questionnaires via Google Form. This study uses the Structural Equation Model-Partial Least Square (SEM-PLS) analysis technique through two stages of statistical analysis, including Outer Model and Inner Model analysis. Data analysis was carried out using SmartPLS 4.0 software. The results of this study indicate that Event Marketing has a significant positive effect on Brand Experience, Event Marketing has a positive and insignificant effect on Brand Equity, Event Marketing has a significant positive effect on Purchase Intention, Brand Experience has a significant positive effect on Brand Equity, Brand Experience has a negative and insignificant effect on Purchase Intention, and Brand Equity has a significant positive effect on Purchase Intention.

Item Type:	Thesis (Sarjana)
Identification Number:	0524030188
Uncontrolled Keywords:	Event Marketing, Brand Experience, Brand Equity, Purchase Intention
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Unnamed user with username nova
Date Deposited:	21 Jun 2024 04:00
Last Modified:	21 Jun 2024 04:00
URI:	http://repository.ub.ac.id/id/eprint/220299

Text (DALAM MASA EMBARGO) Muthmainnah Risanti.pdf Restricted to Registered users only Download (6MB)

Actions (login required)

View Item