PROPOSED MARKETING STRATEGY TO IMPROVE PURCHASE INTENTION IN EVENT INDUSTRY: CASE STUDY OF ELDORADO DOME

• Main Author: Alifia Ardhianty, Devina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87200
• Institution: Institut Teknologi Bandung

The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector plays a crucial role in Indonesia’s economic growth, with Bandung standing out as a key destination due to its thriving creative economy and diverse event offerings. Among its prominent venues, Eldorado Dome has faced significant challenges in the postpandemic era, including declining bookings, accessibility concerns, and limited digital marketing effectiveness, all of which threaten its competitive position. This study investigates the factors influencing purchase intention among key stakeholders, including event organizers, wedding organizers, and corporate clients, using the 7P marketing mix framework. A mixed-method approach was employed, combining surveys distributed to 203 respondents with in-depth qualitative interviews to provide comprehensive insights. The findings reveal that all 7P variables (product, price, place, promotion, people, process, and physical evidence) have a positive and significant influence on purchase intention. Among these, product, price, and process emerged as the most impactful factors. Key strengths of Eldorado Dome include its large capacity, advanced technical infrastructure, and flexible pricing models, which are highly valued by stakeholders. However, issues such as competition from city-center venues, accessibility challenges, and insufficient digital marketing efforts were identified as major barriers to growth. To address these challenges, the study proposes three strategic initiatives. First, positioning Eldorado Dome as a top choice for weddings, exhibitions, and corporate events by leveraging its unique amenities and large parking facilities. Second, establishing the venue as a leader in the MICE sector by highlighting its capacity and flexibility through targeted industry collaborations and participation in event exhibitions. Finally, enhancing digital marketing efforts, including search engine optimization (SEO), social media campaigns, and partnerships with event organizers, to improve visibility and reach new markets. These strategies aim to strengthen Eldorado Dome’s market presence, foster stakeholder engagement, and ensure long-term growth in Bandung’s competitive event industry.