REVEN YEREMIA IMANUEL Primary Author mixed material bibliography BEKASI Universitas Satya Negara Indonesia 2025 id Indonesia

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This study aims to analyze the effectiveness of PT Sejahtera Group's event marketing strategy in increasing brand awareness of Iprix grinding stone products. Using a qualitative descriptive approach, data was collected from interviews and observations of exhibitions and events held by the company. The results indicate that marketing events, such as on-site demos, participation in industry exhibitions, and technical education, successfully built consumer trust and strengthened brand recall for Iprix. Consumer response to the event marketing implementation was also positive, as it was considered educational, relevant, and encouraged emotional engagement. This study recommends optimal, data-driven strategies, such as more specific audience segmentation, the use of interactive technology, omnichannel promotions, and CRM-based evaluation. By implementing these strategies, event marketing can transform into a strategic marketing tool that not only effectively increases brand awareness but also builds loyalty and strengthens Iprix's brand position in the industrial market. REVEN YEREMIA IMANUEL Manajemen Manajemen Pemasaran Brand Awareness Marketing Strategy Event Marketing SWOT MAN 2025 Institutional Repository USNI Universitas Satya Negara Indonesia MAN 2025 8250227 Perpustakaan USNI Kampus B (SKRIPSI) MAN 2025 ANALISIS EFEKTIVITAS STRATEGI EVENT MARKETING DALAM MENINGKATKAN BRAND AWARENESS PRODUK BATU GERINDA IPRIX DI PT SEJAHTERA GROUP 4280 2025-09-17 12:59:59 2025-09-18 14:24:18 machine generated