Institusion
Politeknik Pariwisata NHI Bandung
Author
Ananda Bagus, Arief Nugraha
Subject
H Social Sciences (General)
Datestamp
2022-12-15 01:36:50
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