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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Kusumawardani, Anggi Dwi
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MARKETING ACTIVATION DALAM MENINGKATKAN BRAND EXPOSURE MELALUI EVENT “A MOMENT OF J” Kusumawardani, Anggi Dwi; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49103

Abstract

This study aims to analyze digital content-based marketing activation in the “A Moment of J” event and its impact onbrand exposure. A qualitative method was used through interviews, social media observation, and documentation. The findings show that content such as posters, workshop previews, and fun content effectively attract attention, build understanding, and encourage participation. Based on experiential marketing, the sense, feel, think, act, and relate shape audience experience. Brand exposure occurs passively through content and actively through exploration and direct experience, strengthened by User-Generated Content. The study concludes that this strategy is effective, and brands should consistently highlight their identity and optimize UGC.
Co-Authors Bachtiar, Willy