Salsabila, Pramudita (2025) Analisis Strategi Event Marketing Universitas Bakrie : Studi Pada Event Metamasa. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
The competition among universities to attract prospective students is becoming increasingly intense, prompting Universitas Bakrie to develop an experience-based marketing communication strategy through the Metamasa event. This event is designed not only as a new student orientation activity but also as a means to build the university’s image and strengthen its positioning. This study employs a qualitative method with a descriptive case study approach, through in-depth interviews with five key informants directly involved in organizing Metamasa, one participant who is now a new student, and one triangulator for data validation. The results show that the application of the 5Ps of Event Marketing (Product, Price, Place, Public Relations, Positioning) is effective in shaping participant experience and enhancing Universitas Bakrie’s image. Public Relations and Positioning were found to be the most influential elements in increasing engagement, trust, and positive perception, while Product, Price, and Place supported authentic experiences but still faced technical challenges and participation barriers. Overall, Metamasa functions as a strategy capable of increasing awareness, emotional attachment, and participant experience, while emphasizing the importance of message consistency, quality of interaction, and program continuity to strengthen long-term positioning.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Subjects: | Marketing > Branding (Marketing) Communication Science > Marketing Communications Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Salsabila Pramudita |
| Date Deposited: | 04 Sep 2025 10:06 |
| Last Modified: | 04 Sep 2025 10:06 |
| URI: | https://repository.bakrie.ac.id/id/eprint/12208 |
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