STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PRODUCT KNOWLEDGE & MINAT BELI EVENT SPACE KOTTA HOTEL SEMARANG SEBAGAI EVENT PLANNER, SPONSORSHIP, SERTA PUBLIC RELATIONS MANAGER

Abstract

This program aims to increase the product knowledge of communities and organizations in Semarang City towards Kotta Hotel Semarang Event Space through Integrated Marketing Communication (IMC) strategies consisting of advertising, direct marketing, interactive marketing, personal selling, public relations and publicity, and events and experiences. In order to achieve the main objectives of the program, the author as Event Planner, Sponsorship, and Public Relations Manager is responsible for compiling and designing activity ideas and conducting cooperative relationships with stakeholders, both sponsorship partners, media partners, and speakers. The survey results showed that the level of community and organizational awareness of the Kotta Hotel Semarang Event Space increased by 71 percent from 25 percent to 96 percent which then had an impact on the high knowledge of the community and organization. Based on the purchase intention indicator, three (3) communities and organizations made purchase transactions for Kotta Hotel Semarang's Event Space. Nevertheless, it is important for Kotta Hotel Semarang to continue to maximize the existing stra