PENGARUH EVENT MARKETING TERHADAP POSITIVE EMOTIONS, EVENT IMAGE DAN BRAND IMAGE (Studi Pada Acara Yamaha SCOOLic Competition di Banjarmasin)

Abstract

Automotive industry, especially two-wheeled vehicle or motorcycle is expriencing intense
competition. Every company must have a marketing strategy which is appropriate to win market and get
competitive advantage, one of which is through promotion strategy to create a good brand image. This
research aimed to find out the effect of marketing event “Yamaha SCOOLic Competition” to positive
emotions, event image, and brand image Yamaha from Senior High School and Vocational High School
Students. This research was conducted in Banjarmasin where the total number of sample were 224
respondents. The data was collected by using observation and live interview with questionnaire. SEMAmos as tool analysis was used to test the hypothesis. Research results indicated that marketing event
variable affected positive emotions, but didn’t affect event image and brand image. Next, it showed that
positive emotions variabel affected to the event image and brand image. On the other hand, event image
variabel didn’t affect brand image