<xml> </xml><![endif]-->Currently competition shopping center (mall) in Solo tighter because began mushrooming of big investors want to build a mall in the city that are actively developing the growth of the various facets of this city. Solo Grand Mall, building a "trading" nuanced "mall" is one of the mall is visited by people of Solo because the concept of the background of the above-mentioned functions of the building are : “One Stop Family Entertainment and Recreation”, where Solo Grand Mall provides services for visitors who want to shop for a variety of needs with a variety of variations without consuming a lot of time and more efficiency in expenditure because the visitors do not need to move the location.The aim of this study was to determine what event marketing strategies that have been implemented Solo Grand Mall management and to find out what are the obstacles in the implementation of event marketing strategies faced by the management of Solo Grand Mall in the application event marketing strategy as an effort to increase the number of Solo Grand Mall visitors and keep a place in the hearts of the people of Solo.The method used in the preparation of this thesis is a case study which takes a certain object to be analyzed in depth. Data obtained through two sources of primary data and secondary data. Primary data obtained by direct interviews with management employees Solo Grand Mall executing section event. Secondary data were obtained from other sources relating to research both from books and other sources.Solo Grand Mall in performing event marketing strategy today only to introduce new tenants and keep visitor traffic just because Solo Grand Mall is now determining its market segments, namely the lower middle so increase the number of visitors are not the main focus anymore for Solo Grand Mall.Advice based on this research is the performance event featuring entertainment and education implied in it can be used as a routine event, featuring the concept and theme of the event in accordance with the issues that are busy in talking, maximizing existing means of promotion through the media partner that has existed<!--[if gte mso 9]><xml> Normal 0 false false false EN-US X-NONE X-NONE </xml><![endif]--><!--[if gte mso 9]><xml>" /> Penerapan strategi event marketing sebagai upaya menaikkan jumlah pengunjung di Solo Grand Mall <xml> </xml><![endif]-->Currently competition shopping center (mall) in Solo tighter because began mushrooming of big investors want to build a mall in the city that are actively developing the growth of the various facets of this city. Solo Grand Mall, building a "trading" nuanced "mall" is one of the mall is visited by people of Solo because the concept of the background of the above-mentioned functions of the building are : “One Stop Family Entertainment and Recreation”, where Solo Grand Mall provides services for visitors who want to shop for a variety of needs with a variety of variations without consuming a lot of time and more efficiency in expenditure because the visitors do not need to move the location.The aim of this study was to determine what event marketing strategies that have been implemented Solo Grand Mall management and to find out what are the obstacles in the implementation of event marketing strategies faced by the management of Solo Grand Mall in the application event marketing strategy as an effort to increase the number of Solo Grand Mall visitors and keep a place in the hearts of the people of Solo.The method used in the preparation of this thesis is a case study which takes a certain object to be analyzed in depth. Data obtained through two sources of primary data and secondary data. Primary data obtained by direct interviews with management employees Solo Grand Mall executing section event. Secondary data were obtained from other sources relating to research both from books and other sources.Solo Grand Mall in performing event marketing strategy today only to introduce new tenants and keep visitor traffic just because Solo Grand Mall is now determining its market segments, namely the lower middle so increase the number of visitors are not the main focus anymore for Solo Grand Mall.Advice based on this research is the performance event featuring entertainment and education implied in it can be used as a routine event, featuring the concept and theme of the event in accordance with the issues that are busy in talking, maximizing existing means of promotion through the media partner that has existed<!--[if gte mso 9]><xml> Normal 0 false false false EN-US X-NONE X-NONE </xml><![endif]--><!--[if gte mso 9]><xml> " />

Penerapan strategi event marketing sebagai upaya menaikkan jumlah pengunjung di Solo Grand Mall

Penulis Utama : Aryo Bagus Wicaksono
NIM / NIP : F3212019
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Saat ini persaingan pusat perbelanjaan (mall) di Kota Solo semakin ketat sebab mulai menjamurnya para investor besar ingin membangun sebuah mall di kota yang sedang giat-giatnya mengembangkan pertumbuhan kota dari berbagai segi ini. Solo Grand Mall, bangunan "pusat perdagangan" yang bernuansa "mall" merupakan salah satu mall yang ramai dikunjungi masyarakat Solo sebab konsep yang melatar belakangi fungsi bangunan tersebut diatas adalah : One Stop Family Entertainment and Recreation, dimana Solo Grand Mall menyediakan pelayanan bagi para pengunjung yang ingin berbelanja berbagai macam kebutuhan dengan aneka variasinya tanpa memakan banyak waktu dan lebih efisiensi dalam pengeluaran biaya karena para pengunjung tidak perlu berpindah lokasi.

Tujuan yang ingin dicapai dari penelitian ini adalah untuk mengetahui apakah strategi event marketing apa yang telah dilaksanakan manajemen Solo Grand Mall telah sesuai dengan teori yang sudah dipelajari serta untuk mngetahui apa saja kendala dalam pelaksanaan strategi event marketing yang dihadapi oleh pihak manajemen Solo Grand Mall dalam penerapan strategi event marketing sebagai upaya menaikkan jumlah pengunjung di Solo Grand Mall serta tetap mendapat tempat di hati masyarakat Kota Solo.

Metode penelitian yang digunakan dalam penyusunan tugas akhir ini adalah studi kasus yaitu mengambil suatu obyek tertentu untuk dianalisa secara mendalam. Data yang diperoleh melalui dua sumber yaitu data primer dan data sekunder. Data primer diperoleh dengan cara wawancara langsung pada karyawan manajemen Solo Grand Mall bagian pelaksana event. Data sekunder diperoleh dari sumber lain yang berkaitan dengan penelitian baik dari buku dan sumber lain.

Solo Grand Mall dalam melakukan strategi event marketing saat ini hanya untuk memperkenalkan tenant baru serta menjaga trafic pengunjung saja sebab Solo Grand Mall saat ini sudah menentukan segmen pasarnya yaitu menengah ke bawah sehingga menaikkan jumlah pengunjung sudah bukan fokus utama lagi bagi Solo Grand Mall.

Saran berdasarkan penelitian ini adalah pergelaran acara yang menampilkan hiburan dan tersiratkan edukasi di dalamnya dapat dijadikan acara rutin, menampilkan konsep dan tema acara yang sesuai dengan isu-isu yang sedang ramai di bicarakan, memaksimalkan publikasi event memanfaatkan sarana promosi yang ada melalui media partner yang telah terjalin<!--[if gte mso 9]><xml> Normal 0 false false false EN-US X-NONE X-NONE </xml><![endif]--><!--[if gte mso 9]><xml> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Calibri","sans-serif";} </style>

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Currently competition shopping center (mall) in Solo tighter because began mushrooming of big investors want to build a mall in the city that are actively developing the growth of the various facets of this city. Solo Grand Mall, building a "trading" nuanced "mall" is one of the mall is visited by people of Solo because the concept of the background of the above-mentioned functions of the building are : “One Stop Family Entertainment and Recreation”, where Solo Grand Mall provides services for visitors who want to shop for a variety of needs with a variety of variations without consuming a lot of time and more efficiency in expenditure because the visitors do not need to move the location.

The aim of this study was to determine what event marketing strategies that have been implemented Solo Grand Mall management and to find out what are the obstacles in the implementation of event marketing strategies faced by the management of Solo Grand Mall in the application event marketing strategy as an effort to increase the number of Solo Grand Mall visitors and keep a place in the hearts of the people of Solo.

The method used in the preparation of this thesis is a case study which takes a certain object to be analyzed in depth. Data obtained through two sources of primary data and secondary data. Primary data obtained by direct interviews with management employees Solo Grand Mall executing section event. Secondary data were obtained from other sources relating to research both from books and other sources.

Solo Grand Mall in performing event marketing strategy today only to introduce new tenants and keep visitor traffic just because Solo Grand Mall is now determining its market segments, namely the lower middle so increase the number of visitors are not the main focus anymore for Solo Grand Mall.

Advice based on this research is the performance event featuring entertainment and education implied in it can be used as a routine event, featuring the concept and theme of the event in accordance with the issues that are busy in talking, maximizing existing means of promotion through the media partner that has existed<!--[if gte mso 9]><xml> Normal 0 false false false EN-US X-NONE X-NONE </xml><![endif]--><!--[if gte mso 9]><xml>