PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE F&B 11/12 ROOFTOP BAR SEMARANG SEBAGAI EVENT MANAGER

Abstract

The food and beverage (F&B) industry continues to grow and contributes significantly
to Indonesia’s economy. However, 11/12 Rooftop Bar Semarang experienced fluctuating
revenue and failed to meet its sales targets compared to the previous year. This study aims to
analyze the implementation of a marketing communication program to increase F&B revenue
through event-based strategies. This study applies the Integrated Marketing Communication
(IMC) Mix approach, integrating advertising, social media marketing, public relations, direct
marketing, event marketing, and sales promotion. The programs implemented include Korokke
Halloween Night, After Track, Sunset Rooftop Yoga, and promotional strategies such as Buy 1
Get 1 and KTM 10%. The results show that the program successfully increased revenue by
7.26%, exceeding the initial target of 7.02%. The Event Manager played a significant role in
planning, coordinating, and executing the programs effectively. The success of the program is
reflected in the achievement of Key Performance Indicators (KPI) for each event.