SHAFALA, ZAKA (2025) PENGARUH EVENT MARKETING TERHADAP BRAND AWARENESS PADA STARTUP EDTECH PATERON INDONESIA (TA.6.25.021). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh event marketing terhadap brand awareness pada startup edtech Pateron Indonesia, dengan studi kasus pada event Indigo National Science Olympiad di Kota Bandung. Secara spesifik, penelitian ini mengidentifikasi seberapa besar pengaruh event marketing yang dilakukan terhadap peningkatan brand awareness peserta Indigo National Science Olympiad dan faktor event marketing mana yang paling dominan memengaruhinya. Penelitian ini menggunakan pendekatan kuantitatif dengan desain deskriptif asosiatif kausalitas. Sampel penelitian sebanyak 80 responden yang merupakan peserta event, dipilih dari populasi 133 orang menggunakan teknik simple random sampling yang dihitung dengan rumus slovin. Pengumpulan data dilakukan melalui kuesioner skala Likert, dan dianalisis menggunakan uji validitas, reliabilitas, normalitas, linearitas, korelasi, regresi linier sederhana, serta uji hipotesis (Uji t). Hasil penelitian menunjukkan bahwa event marketing memiliki pengaruh yang signifikan dan kuat terhadap brand awareness Pateron Indonesia. Perubahan brand awareness dapat dijelaskan oleh event marketing sebesar 47,9% dan sisanya oleh faktor lain yang tidak dianalisis dalam penelitian ini. Dari tiga dimensi event marketing dimensi excitement menjadi faktor paling dominan yang memengaruhi brand awareness peserta. Kata Kunci: Event Marketing, Brand Awareness, Startup EdTech, Pateron Indonesia, Indigo National Science Olympiad. xii Universitas Logistik dan Bisnis Internasional ABSTRACT This study aims to analyze the effect of event marketing on brand awareness in the edtech startup Pateron Indonesia, with a case study of the Indigo National Science Olympiad event in Bandung. Specifically, this study identifies the extent to which event marketing affects the increase in brand awareness among participants of the Indigo National Science Olympiad and which event marketing factors have the most dominant influence. This study employs a quantitative approach with a descriptive associative causality design. The research sample consisted of 80 respondents who were event participants, selected from a population of 133 people using simple random sampling calculated using the Slovin formula. Data collection was conducted through a Likert scale questionnaire and analyzed using validity, reliability, normality, linearity, correlation, simple linear regression, and hypothesis testing (t tests). The results of the study indicate that event marketing has a significant and strong influence on brand awareness of Pateron Indonesia. Changes in brand awareness can be explained by event marketing by 47.9%, with the remainder attributed to other factors not analyzed in this study. Among the three dimensions of event marketing, the excitement dimension is the most dominant factor influencing participants brand awareness. Keywords: Event Marketing, Brand Awareness, Startup EdTech, Pateron Indonesia, Indigo National Science Olympiad.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 22 Jul 2026 07:57 |
| Last Modified: | 22 Jul 2026 07:57 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4167 |
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