Integrated Marketing Communication, Event Marketing, dan Social Media Marketing terhadap Brand Awareness
DOI:
https://doi.org/10.57235/smash.v3i1.8358Keywords:
Integrated Marketing Communication, Event Marketing, Social Media Marketing, Brand AwarenessAbstract
MesaStila Resort and Spa merupakan resort premium yang mengusung kemewahan, ketenangan, dan kekayaan budaya Jawa sebagai identitas utama, sehingga memerlukan strategi promosi yang selektif dan tidak agresif untuk menjaga citra eksklusif. Penyelenggaraan MesaStila 100 Trail Run menjadi strategi promosi yang selaras dengan konsep resort, sekaligus memperkenalkan keindahan alam dan gaya hidup sehat kepada segmen wisatawan berkelas. Penelitian ini bertujuan menguji pengaruh integrated marketing communication, event marketing, dan social media marketing terhadap brand awareness MesaStila Resort and Spa pada event MesaStila 100 Trail Run 2025. Penelitian menggunakan pendekatan kuantitatif dengan metode uji hipotesis. Sampel sebanyak 80 responden dipilih melalui random sampling dari peserta event. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan IBM SPSS Statistics versi 27 dengan uji validitas, reliabilitas, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa integrated marketing communication dan social media marketing berpengaruh positif dan signifikan terhadap brand awareness, sedangkan event marketing tidak berpengaruh signifikan. Temuan ini diharapkan menjadi pertimbangan bagi manajemen dalam merancang strategi komunikasi pemasaran yang lebih efektif dan berkelanjutan.
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