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.