The Impact of Event Marketing to Attract Brand Awareness Fashion Customers

• Main Author: Karni Rachmadhian (19215002), Annissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25688
• Institution: Institut Teknologi Bandung

The growth of Small Medium and Enterprises Business is one of the main keys to an economy’s vitality. SMEs are known to have a major role in creating wealth, given their place in the economy. According to Chugtai (2014) SMEs business is growing rapidly and have a big strategies role to develop the economic growth in a city. Fashion business is the one of the potential aspect that Bandung’s have supported by availability of the raw material of products, social networking through the fashion community, and also the human resources that develop the fashion industry. As time goes by, many ways are done by the company to promote their products. The one of innovation that a company do to introduce product and create an awareness among the target market is by event marketing strategy. Event marketing is an activity that have been planned and organized by a company with the intent to introduce a brand of the company that have three critical elements that make the event marketing strategy success i.e. entertainment, excitement and enterprise (Hoyle, 2002). The marketing event is an opportunity for the company to reach a bigger market and establishing real and direct contact with consumers during events such as festivals, fairs, or sporting events, can produce a memorable brand experience for everyone (Zarantonello, 2012). SME business can use this marketing strategy to increase their brand awareness. The purpose of this paper focuses on analyse the effect of event marketing strategy to brand awareness customer apparel industry in Bandung and also give a design recommendation. This study will conduct in Bandung and the sample will consist of 100 young people limit on age 15-30 years old that will select by a judgment sampling with respondents completing a five-point Likert scale close-ended questionnaire. In this research, event marketing defines an independent variable and brand awareness defines as a dependent variable. The simple linear regression method is used to analyze the impact of event marketing strategy to brand awareness. The result shows that event marketing has a positive impact on brand awareness. The most important from an event that customer want is an innovative, integrity, and enterprise event. Event marketing should be design well to make memorable memory for the customer. This paper will be useful for marketers, business owner and especially for another party involved in fashion SMEs to understand the impact event marketing and understand the importance of the event marketing in order to attract brand awareness of customer. Hopefully, they can understand how to design the strategy of event marketing to attract customer awareness, so that they can implement this event marketing strategy in their business.