Bisma: Jurnal Bisnis dan Manajemen
Vol 9 No 1 (2015)

EVENT MARKETING SEBAGAI STRATEGI MENINGKATKAN BRAND AWARENESS KABUPATEN JEMBER

Wulandari, Deasy (Unknown)
Suroso, Imam (Unknown)
Asbullah, Alvan Sidiq (Unknown)

Article Info

Publish Date
12 Jan 2015

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

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Journal Info
Bisma: Jurnal Bisnis dan Manajemen
Website

Abbrev

BISMA

Publisher

Universitas Jember

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Description

Bisma terbit secara berkala pada bulan Januari, Mei dan September dengan ISSN 1978-3108 (print), bertujuan untuk menyebarluaskan artikel hasil riset, hasil pemikiran (telaah analitis-kritis) dan artikel ulasan atas artikel yang pernah dipublikasikan dalam bidang bisnis dan manajemen. Bisma menerima ...