Akhdan Nur Firman, . (2023) PENGARUH STRATEGI MEDIA PROMOSI OFFLINE,DAN DIGITAL, SERTA EVENT MARKETING DALAM MENARIK MINAT PENGUNJUNG PLAZA KALIBATA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Plaza Kalibata is a shopping center in the South Jakarta area. In general, shopping centers or commonly called malls have a strategy to attract visitors. Plaza Kalibata has its own marketing strategy steps to attract shopping visitors, so a problem formulation is formulated according to this research, namely whether offline and digital promotional media strategies, as well as event marketing have an effect on attracting visitors. The purpose of this research is to find out, prove and analyze whether offline and digital promotional media strategies, as well as event marketing have an effect on attracting visitor interest. The population in this research were all visitors or people who had visited Plaza Kalibata. The sample used was 150 visitors. Using the Partial Least Square (PLS) analysis technique with SmartPLS 3.2.9 software. The results obtained show that the variables of offline and digital promotional media, as well as event marketing have a positive and significant influence in attracting the interest of Kalibata Plaza visitors. Keywords: offline promotional media, digital promotional media, event marketing, visitor interest
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111260] [Pembimbing: Bernadin Dwi M] [Penguji 1: Yuliniar] [Penguji 2: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Offline promotional media, Digital promotional media, Event marketing, Visitor interest |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Akhdan Nur Firman |
| Date Deposited: | 20 Sep 2023 01:14 |
| Last Modified: | 20 Sep 2023 01:14 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25768 |
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