EVENT MARKETING STRATEGIES FOR ENHANCING BRAND ENGAGEMENT: A CASE STUDY OF ALMAZ FRIED CHICKEN
DOI:
https://doi.org/10.36563/rap40d78Keywords:
Event Marketing, Brand Engagement, Cooking Class.Abstract
Almaz Fried Chicken, a rapidly growing local culinary brand in Indonesia, has successfully employed an event marketing strategy to enhance consumer engagement and increase brand awareness. This study analyzes the event marketing strategy of Almaz Chicken at the Way Halim Branch in Bandar Lampung, aiming to foster brand engagement through Cooking Class activities. This research employs a qualitative case study methodology to examine how event-based marketing communication cultivates emotional, cognitive, and behavioral links between consumers and the brand. Data were gathered through interviews, observations, and documentation, including those from the store manager, employees, and event attendees. The results indicate that Almaz successfully utilized three key elements of event marketing ; Enterprise, Entertainment, and Excitement to create compelling and value-oriented events. These actions enhanced brand impression and impulsive purchasing behavior while also fortifying consumer loyalty and emotional connection. The research suggests that incorporating educational and social ideals into event marketing enhances the brand's perception as a socially responsible and community-focused entity. This research theoretically advances event marketing and brand engagement theory by situating experiential marketing within the context of the Indonesian culinary industry. It provides insights for local culinary businesses to develop interactive, instructional, and immersive marketing strategies that foster lasting consumer relationships.
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