Event kuliner Serpong "Jawa Sing Ngangeni" 2013 yang diselenggarakan oleh Summarecon Mal Serpong = Culinary festival event "Jawa Sing Ngangeni" 2013 which held by Summarecon Mal Serpong

Edlyn, Calista (2014) Event kuliner Serpong "Jawa Sing Ngangeni" 2013 yang diselenggarakan oleh Summarecon Mal Serpong = Culinary festival event "Jawa Sing Ngangeni" 2013 which held by Summarecon Mal Serpong. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan lifestyle di zaman modern ini memicu munculnya banyak shopping mall yang menjadi tempat tujuan masyarakat. Persaingan antar mall menjadi semakin ketat. Untuk bertahan, masing-masing mall menggunakan berbagai cara untuk melakukan promosi, salah satunya adalah melalui event. Event yang diadakan diharapkan dapat meningkatkan traffic mall dan memberikan income bagi perusahaan. Tujuan dari kegiatan magang yang dilakukan adalah mempelajari event management process yang dilakukan perusahaan dan marketing communication mix lain yang digunakan untuk mendukung sebuah event. Dalam kegiatan magang di PT. Lestari Mahadibya, Summarecon Mal Serpong yang berlangsung selama empat bulan ini, penulis di tempatkan di divisi marketing bagian event. Event yang diselenggarakan cukup sering sehingga diharapkan dapat menarik customer dan mempertahankan loyalitas mereka. Marketing communication mix lain seperti advertising, publicity, dan sales promotion juga digunakan demi mendukung kesuksesan event. Kesimpulan yang penulis peroleh adalah event management process yang dilakukan di SMS sudah baik dan sudah menyadari pentingnya peranan marcom mix lain untuk mendukung sebuah event. Saran penulis bagi perusahaan adalah meningkatkan koordinasi dan komunikasi antar staff yang mengurusi kegiatan event sehingga kesuksesan sebuah event lebih terjamin / Modern lifestyle has triggered the establishment of many shopping malls which become a destination for the community. The competition among malls has grown more intense. To survive in this competition, each mall is using their own unique promotion, such as holding an event. Event is expected to increase traffic mall and to provide income for the company. The purpose of this internship is to study the event management process of the company and other marketing communication tools used to support an event. In this internship at PT. Lestari Mahadibya, Summarecon Mal Serpong which lasted for four months, the author was placed in event section, in marketing division. In this company, events are held regularly which are expected to attract customers and to retain their loyalty. Marketing communication mix such as advertising, publicity, and sales promotion are also being used to ensure the success of an event. In conclusion, this company has done a good event management process and has realized the importance of other marketing communication mix to support an event. The author recomends this company to improve their coordination and communication among staff who are in charge of the event, so the success of an event is more assured.

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