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All Journal Bisma: Jurnal Bisnis dan Manajemen
Alvan Sidiq Asbullah
Department of Management, Faculty of Economy, State University of Jember, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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EVENT MARKETING SEBAGAI STRATEGI MENINGKATKAN BRAND AWARENESS KABUPATEN JEMBER Wulandari, Deasy; Suroso, Imam; Asbullah, Alvan Sidiq
BISMA: Jurnal Bisnis dan Manajemen Vol 9 No 1 (2015)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

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Abstract

Abstract: This study aimed to test the effect of event marketing, Visit Jember Month 2012 (Bulan Berkunjung ke Jember 2012 or BBJ 2012),on brand awareness of Jember Regency. The population in this study was the society who saw the BBJ 2012. Snowball sampling was used which resulted in a total of 70 respondents. Multiple linear regressionwas used to test the hypothesis. Results showed that sport and exhibition event marketing did not have a significant effect on the brand awareness of Jember Regency, while art and culture even marketing had a positive and significant effect on the brand awareness of Jember Regency. Keywords: Event Marketing, Brand Awareness, Strategy
Co-Authors Deasy Wulandari Imam Suroso Muhammad Nugraha Muhammad Syuhada Irhamsyah