<![CDATA[This study aims to analyze the role of the Beauty of Ramadhan Event in building a positive image and increasing visitor traffic at One Belpark Mall, South Jakarta. The research employed a qualitative approach with a descriptive method to gain an in-depth understanding of the event management process and its impact on visitors. Data were collected through observation, in-depth interviews with the Marketing Communication division of One Belpark Mall, and documentation. The analysis was based on Noor’s (2017) Event Management Theory, which consists of three stages: planning, implementation, and evaluation. The findings indicate that the event was systematically organized through various activities, including the One B Hijab Fashion Show, Toys Fair, Book Fair, social programs in collaboration with Dompet Dhuafa, and partnerships with various communities, supported by both digital and conventional promotional media. The event was found to have a positive impact on increasing visitor traffic during the Ramadan period, enhancing tenant activity in the surrounding event area, and strengthening the positive image of One Belpark Mall as an active, innovative, and socially responsible shopping center. The evaluation results also revealed the need for broader community involvement and adjustments to the scheduling of activities in accordance with visitor attendance patterns during Ramadan. This study concludes that the implementation of event marketing and experiential marketing through the Beauty of Ramadhan Event is effective in increasing visitor traffic while simultaneously reinforcing the positive image of One Belpark Mall. These findings suggest that events designed according to audience needs and managed in a structured manner can serve as an effective marketing communication strategy for shopping centers in responding to the growing competition within the retail industry and the expansion of online shopping.]]>
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