Strategi Pemasaran untuk Meningkatkan Volume Pengunjung pada Event Marketing di Solo Paragon Lifestyle Mall

Abstract

The establishment of a shopping center or a mall is often called the impact of the advancing era, the technology and the development of an area. Mall has now become an identity to improve social status. This research starting from the phenomenon about the mall of malls in Soloraya. In This study discusses the strategy pursued by Solo management Paragon Lifestyle Mall to increase the number of visitors. As for the purpose This research is to know how the marketing strategy is for increase the volume of visitors in the event marketing at Solo Paragon Lifestyle Mall in increasing the number of visitors and also factors - factors strengths, weaknesses, opportunities and threats that arise. This study included qualitative research. Data collection through interviews with 4 informants (ie Chief Marcomm, Public Relations, Event and Exhibition Office and Spv. Communication), non participant documentation and observation. Results from the study this is the marketing communication strategy of Solo Paragon Lifestyle Mall refers to some elements of the Marketing Strategy. The element is event, advertising, sales promotion, public relations, personal selling and direct marketing. And by using SWOT analysis, it can be based on logic that maximizes power and opportunity, but simultaneously can minimize weaknesses and threats.