Pengaruh Event Marketing Terhadap Positive Emotions, Event Image dan Brand Image (Studi Pada Acara Yamaha SCOOLic Competition di Banjarmasin)

Abstract

Automotive industry, especially two-wheeled vehicle or motorcycle is expriencing intense competition. Every company must have a marketing strategy which is appropriate to win market and get competitive advantage, one of which is through promotion strategy to create a good brand image. This research aimed to find out the effect of marketing event “Yamaha SCOOLic Competition” to positive emotions, event image, and brand image Yamaha from Senior High School and Vocational High School Students. This research was conducted in Banjarmasin where the total number of sample were 224 respondents. The data was collected by using observation and live interview with questionnaire. SEM-Amos as tool analysis was used to test the hypothesis. Research results indicated that marketing event variable affected positive emotions, but didn’t affect event image and brand image. Next, it showed that positive emotions variabel affected to the event image and brand image. On the other hand, event image variabel didn’t affect brand image.

Keywords : Event Marketing, Positive Emotions, Event Image, Brand Image