PENGARUH EVENT ENTREPRENEURS.ID DALAM PEMBENTUKAN BRAND AWARNESS ENTREPRENEURS.ID

Zalfa Rifa Tohany, NIM. 17107030117 (2021) PENGARUH EVENT ENTREPRENEURS.ID DALAM PEMBENTUKAN BRAND AWARNESS ENTREPRENEURS.ID. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of information and communication technology at this time participates in advancing the community's economy, making the development of micro, small and medium enterprises in Indonesia rampant at this time. This makes business owners compete to introduce their brand to the public. One way to introduce a brand is to create an event. Event marketing has tremendous power to create brand awareness to consumers so that in itself grows fanaticism towards certain products. However, the current Covid-19 condition in Indonesia has forced the event industry to adapt. Changed the event method which was originally offline with a hybrid method. Like the Entrepreneurs.id event. in Jakarta, which is a new company established in early 2020, is engaged in Entrepreneurship literacy for new entrepreneurs. This company introduces its brand to the community by holding events. Therefore, this study aims to explain the effect of events on the establishment of Entrepreneurs.id Brand Awareness. The purpose of this study is that researchers want to know how strong the influence of Event Entrepreneurs.id on Brand Awareness Entrepreneurs.id is. This research is a quantitative study of data collection with a questionnaire survey method, the research sample is 79 with random sampling technique. Using Howard and seth's behavioral theory models, brand awareness theory and event theory. Based on the results of the study, Entrepreneurs.id Events have a strong influence on Entrepreneurs.id Brand Awareness with a coefficient of 0.635 or 63.5%, which means the same as 63.5%. Entrepreneurs.id Brand Awareness formation is influenced by Entrepreneurs.id events. the remaining 37.5% is influenced by other factors.

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