PERAN EVENT MARKETING DALAM MENGOMUNIKASIKAN BRAND POSITIONING VIVA APOTEK: STUDI KASUS KOMPARATIF PADA EVENT TAHUN 2025 (WIKIBEX, BEAUTYFEST ASIA, DAN WELLFEST)

CIKA LESTARI, . (2026) PERAN EVENT MARKETING DALAM MENGOMUNIKASIKAN BRAND POSITIONING VIVA APOTEK: STUDI KASUS KOMPARATIF PADA EVENT TAHUN 2025 (WIKIBEX, BEAUTYFEST ASIA, DAN WELLFEST). Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Event marketing semakin banyak dimanfaatkan perusahaan ritel farmasi sebagai media komunikasi langsung kepada konsumen, termasuk oleh VIVA Apotek di Wikibex 2025, BeautyFest Asia 2025, dan Wellfest 2025. Peningkatan penjualan selama event belum tentu mencerminkan keberhasilan mengomunikasikan brand positioning, terlebih karena ketiga event memiliki karakteristik audiens yang berbeda sehingga konsistensi pesan perlu dikaji. Penelitian ini menggunakan pendekatan kualitatif model interaktif dengan analisis komparatif, dengan pengumpulan data melalui wawancara mendalam, dokumentasi, studi dokumen dan arsip, serta observasi tidak langsung. Hasil penelitian menunjukkan bahwa VIVA Apotek merencanakan komunikasi brand positioning secara terstruktur, dan pelayanan konsultatif SPG menjadi elemen paling efektif dalam membangun kepercayaan konsumen. Namun, dimensi “Pasti Hemat” lebih mudah ditangkap dibandingkan “Pasti Sehat” di seluruh event, dan belum ada kontrol pesan secara real-time. Konsumen mengubah persepsi dari “apotek biasa” menjadi “apotek lengkap” dan menilai VIVA Apotek lebih lengkap dibandingkan Guardian dan Watsons. Event marketing berperan efektif dalam membangun pemahaman awal terhadap positioning VIVA Apotek, tetapi keseimbangan pesan dan pengelolaan konsistensi secara real-time perlu diperkuat. Event marketing is increasingly used by pharmacy retail companies as a direct communication channel with consumers, including by VIVA Apotek at Wikibex 2025, BeautyFest Asia 2025, and Wellfest 2025. Increased sales during events do not necessarily indicate success in communicating brand positioning, particularly because the three events attract audiences with different characteristics, which makes message consistency worth examining. This study employs a qualitative approach using the interactive model with comparative analysis. Data were collected through in-depth interviews, documentation, document and archival studies, and indirect observation. The findings show that VIVA Apotek plans its brand positioning communication in a structured manner, and that the consultative service provided by sales promotion girls (SPGs) is the most effective element in building consumer trust. However, the “Pasti Hemat” (Guaranteed Savings) dimension is more easily grasped than the “Pasti Sehat” (Guaranteed Health) dimension across all events, and there is no real-time message control during events. Consumers shifted their perception of VIVA Apotek from an “ordinary pharmacy” to a “complete pharmacy” and perceived it as offering a more comprehensive range than Guardian and Watsons. Event marketing plays an effective role in building initial understanding of VIVA Apotek’s positioning; however, message balance and real-time consistency management need to be strengthened.

Item Type:	Thesis (Magister)
Additional Information:	1. Prof. Dr Mohamad Rizan, S.E., M.M 2. Setyo Ferry Wibowo, S.E., M.Si
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Cika Lestari .
Date Deposited:	21 Oct 2026 03:26
Last Modified:	21 Oct 2026 03:26
URI:	http://repository.unj.ac.id/id/eprint/74431

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