THE IMPACT OF MARKETING STRATEGY IN EVENT TO ATTRACT FASHION CUSTOMER'S BRAND AWARENESS

• Main Author: Karni Rachmadhian, Annissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78751
• 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. The fashion business is one of the potential aspects 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 does to introduce the product and create an awareness among the target market is by event marketing strategy. 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. SME business can use this marketing strategy to increase their brand awareness. The purpose of this paper focuses on to analyzing the effect of event marketing strategy to brand awareness customer apparel industry in Bandung and also give a design recommendation. The result shows that event marketing has a positive impact on brand awareness. The most important from an event that customer wants is an innovative, integrity, and enterprise event. Event marketing should be design well to make the 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.