Analisis SWOT terhadap Peran Strategi Marketing, Kolaborasi Stakeholder, dan Pemanfaatan Teknologi dalam Keberhasilan Corporate Event
DOI:
https://doi.org/10.69688/juksit.v4i2.150Keywords:
Corporate Event, Event Technology, Keberhasilan Event, Kolaborasi Stakeholder, Strategi MarketingAbstract
Corporate event merupakan salah satu bentuk brand activation yang berperan penting dalam membangun citra merek dan meningkatkan keterlibatan konsumen. Penelitian ini bertujuan menganalisis peran strategi marketing, kolaborasi stakeholder, dan pemanfaatan teknologi terhadap keberhasilan penyelenggaraan event “Azarine Summerland 2025”. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara semi-terstruktur dan observasi langsung selama pelaksanaan event. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldana, serta diperkuat dengan analisis SWOT melalui matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE). Hasil penelitian menunjukkan bahwa strategi digital marketing melalui Instagram dan TikTok menjadi kekuatan utama dalam meningkatkan awareness dan engagement audiens. Kolaborasi stakeholder berjalan efektif dalam mendukung operasional acara, sementara pemanfaatan teknologi berkontribusi terhadap pengalaman pengunjung meskipun belum optimal. Nilai IFE sebesar 2,90 dan EFE sebesar 3,08 menempatkan event pada Kuadran I, yang menunjukkan bahwa strategi pertumbuhan (growth strategy) tepat diterapkan.
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Copyright (c) 2026 Addisti Rahma Dhania, Yuningsih Yuningsih, Ifta Almazah, Karina Rizka Mentari, Besya Salsabila Azani, Karbala Madania
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