PENERAPAN EVENT MARKETING TERHADAP PENGUNJUNG DALAM UPAYA MEMPERTAHANKAN CITRA MEREK (BRAND IMAGE) SOLO PARAGON LIFESTYLE MALL

SYAFIQ, MUHAMMAD HUMAM (2017) PENERAPAN EVENT MARKETING TERHADAP PENGUNJUNG DALAM UPAYA MEMPERTAHANKAN CITRA MEREK (BRAND IMAGE) SOLO PARAGON LIFESTYLE MALL. Other thesis, Universitas Sebelas Maret.

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    Abstract

    EVENT MARKETING IN MAINTAINING BRAND IMAGE SOLO PARAGON LIFESTYLE MALL ABSTRACT MUHAMMAD HUMAM SYAFIQ F3214042 Solo Paragon Lifestyle Mall is a shopping center that has a strategy through event marketing in maintaining corporate image. This research aims to find out the implementation of the Solo Paragon Lifestyle Mall event, and the extent to which Solo Paragon Lifestyle Mall event can maintain the brand image that includes 3 indicators of corporate image, user image, and product image. This research involves 100 respondents of mall’s visitors by using non probability sampling method, descriptive research method, and data processing technique with descriptive analysis method. Based on data obtained from three corporate image variables, user image, and product image, mostly of respondents agreed with the statement that Solo Paragon Lifestyle Mall has an event that can build a company, and has a positive brand image and confidence in Solo Paragon Lifestyle Mall products, and few respondents disagree with the statement. Keywords : event marketing, consumer perception, brand image

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi dan Bisnis > D3 - Manajemen Pemasaran
    Depositing User: Annisa Fitri T
    Date Deposited: 26 Nov 2017 18:02
    Last Modified: 26 Nov 2017 18:02
    URI: https://eprints.uns.ac.id/id/eprint/36489

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