Pengaruh Event Marketing dan Community Engagement terhadap Brand Awareness Produk Indibiz di Kota Medan

Abstract

The purpose of this study is to examine the influence of Event Marketing and Community Engagement variables on Brand Awareness of Indibiz products in Medan City. Using a quantitative approach and survey method, data were collected through questionnaires from respondents who are members of entrepreneurial communities and Indibiz customers. The analysis results show that both Event Marketing and Community Engagement, either simultaneously or individually, have a positive and significant impact on brand awareness. These findings emphasize the importance of implementing interactive and participatory activities, as well as establishing strong relationships with communities, to enhance brand recognition among consumers. This research provides strategic insights for companies in designing effective marketing programs to strengthen the position of Indibiz products in the Medan.