THE IMPLEMENTATION PROCESS OF EVENT MARKETING AT INDONESIA DESIGN DISTRICT BY AGUNG SEDAYU GROUP

Abstract

The current business environment is becoming increasingly competitive, requiring companies to adopt marketing strategies that emphasize customer experience and direct engagement. Event marketing is an important approach because it effectively enhances brand experience, strengthens brand awareness, and encourages customer engagement. This study examines the implementation of event marketing at the Indonesia Design District (IDD), developed by the Agung Sedayu Group, as a strategic platform to promote collaboration within the creative industry, showcase tenant products, and strengthen IDD’s identity as a national design hub. Data were collected through observation, interviews, and a literature review to analyze the processes and challenges in implementing event marketing. Event marketing at IDD is executed through five structured stages: research, design, planning, coordination, and evaluation. The challenges arise from external and internal uncertainties that require flexible adaptation. Overall, effective coordination, data-driven planning, and continuous evaluation are key factors contributing to the successful execution of event marketing at IDD.