STRATEGI EVENT MARKETING DALAM MENGEMBANGKAN BRAND IMAGE MIDEA ELECTRONICS MELALUI EVENT “MIDEA BUY WIN FLY 2.0” SKRIPSI

TAZKIA NURSINA, . (2025) STRATEGI EVENT MARKETING DALAM MENGEMBANGKAN BRAND IMAGE MIDEA ELECTRONICS MELALUI EVENT “MIDEA BUY WIN FLY 2.0” SKRIPSI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memahami bagaimana strategi event marketing yang diterapkan melalui event “Midea Buy.Win.Fly 2.0” dipersepsikan oleh konsumen serta bagaimana pengalaman mereka dalam mengikuti event tersebut dapat membentuk citra merek (brand image) Midea. Latar belakang dari penelitian ini berangkat dari rendahnya indeks brand Midea dalam kategori air conditioner dibandingkan kompetitor lain seperti Daikin, LG, dan Samsung. Kondisi ini menunjukkan pentingnya pendekatan pemasaran yang lebih inovatif dan mendalam, seperti event marketing, untuk membangun kedekatan emosional dan persepsi positif terhadap merek. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung, dan dokumentasi. Informan terdiri dari pihak internal Midea serta konsumen yang menjadi peserta dalam event tersebut. Hasil penelitian menunjukkan bahwa event marketing mampu menciptakan pengalaman yang bermakna melalui elemen hiburan, kegembiraan, dan interaksi langsung yang memperkuat asosiasi konsumen terhadap brand Midea. Strategi ini tidak hanya memberikan kesenangan, tetapi juga meningkatkan persepsi positif, keterlibatan emosional, serta loyalitas terhadap merek. Event Midea Buy.Win.Fly 2.0 secara efektif mengomunikasikan nilai merek melalui pendekatan yang unik dan relevan dengan gaya hidup konsumen. Kesimpulannya, strategi event marketing berperan signifikan dalam membentuk dan berkembangnya brand image Midea, sekaligus dapat menjadi referensi bagi perusahaan lain dalam menghadapi tantangan pemasaran di pasar yang kompetitif. ********** This study aims to understand how the event marketing strategy implemented through the “Midea Buy.Win.Fly 2.0” event is perceived by consumers, and how their experience in participating in the event contributes to shaping Midea's brand image. The background of this research stems from the low brand index of Midea in the air conditioner category compared to its competitors such as Daikin, LG, and Samsung. This situation highlights the need for more innovative and in-depth marketing approaches, such as event marketing, to build emotional closeness and positive perceptions toward the brand. This research uses a descriptive qualitative method, with data collection techniques including in-depth interviews, direct observation, and documentation. Informants consist of internal parties from Midea and consumers who participated in the event. The findings show that event marketing is able to create meaningful experiences through elements of entertainment, excitement, and direct interaction that strengthen consumers' associations with the Midea brand. This strategy not only provides enjoyment but also enhances positive perception, emotional engagement, and loyalty toward the brand. The Midea Buy.Win.Fly 2.0 event effectively communicates brand values through a unique approach that aligns with consumers’ lifestyles. In conclusion, the event marketing strategy plays a significant role in shaping and developing Midea’s brand image and may serve as a valuable reference for other companies seeking to leverage event marketing in today’s competitive market.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Indah Fajar Rosalina, M.I.Kom
Subjects:	Ilmu Sosial > Industri, Buruh, Produksi Ilmu Sosial > Kewirausahaan
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Tazkia Nursina .
Date Deposited:	06 Aug 2025 03:27
Last Modified:	06 Aug 2025 03:27
URI:	http://repository.unj.ac.id/id/eprint/58283

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