Implementasi Marketing Mix 7P pada Event Barongsai dalam Program Lunar Radiance di Green Sedayu Mall

Salim, Muhamad Rafly Zeinnus (2026) Implementasi Marketing Mix 7P pada Event Barongsai dalam Program Lunar Radiance di Green Sedayu Mall. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Shopping malls increasingly use cultural events as marketing strategies to create visitor experiences and support commercial activities. This study analyzes the implementation of the Marketing Mix (7P) in the Barongsai Event within the Lunar Radiance Program at Green Sedayu Mall and examines how product, price, place, promotion, people, process, and physical evidence are applied. A qualitative approach with a descriptive case study design was used. Data were collected through semi-structured in-depth interviews with seven informants, documentary observation, supporting documentation, and validation by one event practitioner as triangulator. The findings show that all seven elements were implemented in an integrated manner through the packaging of Barongsai as a cultural experience, free access, the Main Atrium and parade, multichannel promotion, collaboration among internal and external parties, a structured yet adaptive process, and a thematic physical environment. The study also found enthusiasm, positive experiences, participation, and longer stays among some visitors, although the impact on Tenant transactions could not be measured directly. The study concludes that 7P integration contributes to shaping the event experience, while its connection with Tenant business activities remains an area for development. Future research should conduct direct observation and incorporate supporting quantitative data. Keywords: Marketing Mix (7P), cultural event, Barongsai, visitor experience, shopping mall

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Marketing Mix (7P), cultural event, Barongsai, visitor experience, shopping mall  Marketing Mix (7P), cultural event, Barongsai, visitor experience, shopping mall   Marketing Mix (7P), cultural event, Barongsai, visitor experience, shopping mall  Marketing Mix (7P), cultural event, Barongsai, visitor experience, shopping mall
Subjects:	Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Muhamad Rafly Zeinnus Salim
Date Deposited:	15 Sep 2026 08:25
Last Modified:	15 Sep 2026 08:25
URI:	https://repository.bakrie.ac.id/id/eprint/14566

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