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All Journal MediaTor: Jurnal Komunikasi Jurnal Riset Public Relations Bandung Conference Series: Communication Management Bandung Conference Series: Public Relations Eduvest - Journal of Universal Studies
Maman Suherman
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia.
Aerospace Engineering Humanities Computer Science & IT Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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Strategi Event Bagigs sebagai Upaya Membangun Brand Awareness “Bagi Kopi” Bandung Az-Zahra Nurul Muthmainah; Maman Suherman
Bandung Conference Series: Communication Management 443 - 450
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24200

Abstract

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.  
Co-Authors Agung Setiawan Agung Setiawan Aliyah Salma Dwi Pratiwi Annisa Oktaviani Dewi Az-Zahra Nurul Muthmainah Dadan Mulyana Dwi Putri Budiawan Euis Guntur Patimah Fina Pebriana Final De Pranc Habibah Azzahro Irham Fauzan Laily Kurniawati Lika Poernamasari Poernamasari Miftahul Alam Moch Irham Fauzan Muhammad Aji Agung Ramadhani Muhammad Fachri Rabbani Rayu Syabanayretin Muhammad fikri Sabarsyah Muhammad Ihsan Ramadhan Muhammad Muzakki Nadiskha Putri Fadillah Nina Sukmanawati Nonny Lavka Vanya Sheilla Syania Tholib Shely Anggraeni Siti Sarah Destyani Sultan Aulia Bayuputra Syifa Nurfathurrahmah A Tiara Sandra Vinaka Tyas Chandra Purnama Vicky Rizky Nurlestari