SARI, FEBRI KARTIKA (2023) ANALISIS PENGELOLAAN EVENT NEW DROP PARTY UNTUK PEMBENTUKAN BRAND AWARENESS HUMAN’S GIFT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In developing a brand business, you have to make the audience know the brand and know the differentiators in their brand so that they can increase their Brand Awareness. In this case, brands are required to market their products in a more creative way, one of which is through Events. Human’s Gift is one of the streetwear fashion brands in the city of Jambi and in February 2022 he used one of the tools from marketing communication, namely Events to form Brand Awareness and communicate his brand to the people of the city of Jambi. The Event organized by Human’s Gift attracted a lot of public attention, so that made researchers interested in conducting research on the Analysis of the New Drop Party Event Management Process for Forming Human’s Gift Brand Awareness. This research is a qualitative research with interpretivism research paradigm. Research results: (1) Human’s Gift uses Events as a tool to build Brand Awareness by communicating it through the launch of the latest catalog in February 2022 (2) Human’s Gifts apply the five stages of the Event according to Goldblatt (2013) in managing the Event. (3) Through the first Event, the Brand Awareness stage has reached the brand recall level in Jambi City. Keywords : Event, Brand Awareness, Fashion Streetwear Dalam mengembangkan sebuah bisnis brand harus membuat khalayak mengenal mereknya dan mengetahui pembeda pada brand mereka sehingga mereka bisa meningkatkan Brand Awareness nya. Dalam hal ini brand dituntut untuk memasarkan produknya dengan cara yang lebih kreatif salah satunya melalui Event. Human’s Gift merupakan salah satu brand fashion streetwear yang ada di Kota Jambi dan pada Februari 2022 ia menggunakan salah satu alat dari komunikasi pemasaran yaitu Event untuk membentuk Brand Awareness dan mengkomunikasikan brandnya kepada masyarakat kota jambi. Event yang diselenggarakan oleh Human’s Gift ini menarik banyak perhatian masyarakat sehingga membuat peneliti tertarik untuk melakukan penelitian mengenai Analisis Proses Pengelolaan Event New Drop Party Untuk Pembentukan Brand Awareness Human’s Gift. Penelitian ini merupakan penelitian kualitatif dengan paradigma penelitian interpretivisme. Hasil penelitian : (1) Human’s Gift menggunakan Event sebagai alat untuk membentuk Brand Awareness dengan cara mengkomunikasikannya melalui peluncurkan katalog terbaru pada bulan Februari 2022 (2) Human’s Gift menerapkan kelima tahapan Event menurut Goldblatt (2013) dalam pengelolaan Event nya. (3) Melalui Event pertama nya tahapan Brand Awareness sudah sampai pada level brand recall di Kota Jambi. Kata Kunci: Event, Brand Awareness, Fashion Streetwear
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