EVENT MARKETING SEBAGAI FAKTOR PENARIK MINAT KUNJUNGAN KONSUMEN DI LEVEL 21 MALL

Abstract

The development of large-scale retail businesses such as malls has increased in recent years in Indonesia, even in Bali. Level 21 Mall is one of the malls in Bali that is only two years old. In maintaining its existence amidst competition, Level 21 Mall must be able to attract visitors, one of which is through efficient promotional activities, such as Event marketing. The purpose of this study is to find out whether holding an event will be able to attract visitors to Level 21 Mall and is there a gender role in those interests. This study uses a type of qualitative descriptive research that is by getting information through in-depth interviews with related informants. The results obtained from this study are, there is interest in the interest of visitors to visit Level 21 Mall after knowing the implementation of an event. This is inseparable from some event criteria that attract visitors, one of which is influenced by gender factors. In this study it was found that male visitors are more interested in visiting automotive type events, while female visitors are more interested in visiting events that discuss beauty, fashion, culinary and events that can present guest stars.