<![CDATA[The purpose of this study is to analyze how the Bagigs event strategy is designed, implemented, and utilized in building brand awareness, including the free ticket strategy, collaboration with internal and external parties, social interactions, and the reasons for selecting the Bagigs event as a communication strategy. This study employs a qualitative approach using a case study method. Data were collected through in-depth interviews with three key informants from the internal team of “Bagi Kopi,” direct observation of the event implementation, and documentation. The findings reveal that the free admission strategy successfully attracts Generation Z audiences and increases brand exposure through social media activities. The success of the event is supported by well-structured internal collaboration and selective, mutually beneficial external partnerships. Social interactions created through a relaxed atmosphere, quizzes, and door prizes are able to generate memorable experiences, encourage word-of-mouth, and build emotional connections with the brand. The Bagigs event was chosen as the main strategy due to its strong identity, flexibility, inclusiveness, and its effectiveness in building brand awareness compared to other programs. Therefore, the Bagigs event strategy significantly contributes to building and strengthening the position of “Bagi Kopi” amid intense competition through a community-based and emotionally driven approach. Tujuan penelitian ini adalah untuk menganalisis bagaimana strategi event Bagigs dirancang, dilaksanakan, dan dimanfaatkan dalam membangun brand awareness, mencakup strategi tiket gratis, kerja sama pihak internal dan eksternal, interaksi sosial, serta alasan pemilihan event Bagigs sebagai strategi komunikasi. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam dengan tiga informan kunci dari pihak internal “Bagi Kopi”, observasi langsung pada pelaksanaan event, serta dokumentasi. Hasil penelitian menunjukkan bahwa strategi tiket masuk gratis berhasil menarik audiens generasi Z dan membangun eksposur merek melalui aktivitas di media sosial. Keberhasilan event didukung oleh kolaborasi internal yang terstruktur serta kemitraan eksternal yang selektif dan saling menguntungkan. Interaksi sosial melalui suasana santai, kuis, dan doorprize mampu menciptakan pengalaman berkesan, mendorong word of mouth, serta membangun keterikatan emosional dengan brand. Event Bagigs dipilih sebagai strategi utama karena memiliki identitas yang kuat, fleksibel, inklusif, dan paling tepat dalam membangun kesadaran merek dibandingkan program lainnya. Dengan demikian, strategi event Bagigs berkontribusi signifikan dalam membangun dan memperkuat posisi “Bagi Kopi” di tengah persaingan ketat melalui pendekatan berbasis komunitas dan pengalaman emosional. ]]>
