Effect Of Event Marketing On Brand Image Asha Insan Pratama , Ratih Hurriyati, Hilda Monoarfa
Department Of Management
School Of Postgraduate
Indonesia University Of Education
Jalan Dr Setiabudhi No 229
Kota Bandung - Prov. Jawa Barat - Indonesia
40154
Abstract
The purpose of this research is to examine the effect of event marketing on brand image with pocari sweat run Indonesia event as the object. This research uses a survey research method. The population in this research were 50 participants of the Pocari Run Indonesia Event. This research data collection technique using a questionnaire technique. Research data analysis techniques using descriptive analysis. The result showed that the event marketing has an effect on brand image. The variables used for measuring the event marketing include involment, interaction, intensity, innovation, integrity, and individuality. The results of this study indicate that one of the factors that make event marketing affect the brand image is the suitability between the theme of the event and the products offered.
