Alam, Adityanegara Mangku (2023) Komunikasi Pemasaran Terpadu Abikom Event Organizer Dalam Mempromosikan Event Asian Festival Korebu X Mlbb Dengan Segmentasi Gen Z. Other thesis, Universitas Islam Riau.

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Abstract

Today the millennial and genji generations are the majority of market consumers, and in the future it is certain that prestige will become the majority of market consumers. the majority of market consumers. The purpose of this study is to find out what forms and functions of integrated marketing communication elements are used by the event organizer service agency, namely ABIKOM Event Organizer in promoting the Asian Festival KOREBU X MLBB event with gen z visitor segmentation. The theory used in this study is integrated marketing communication (IMC) theory. This study used a qualitative method with a descriptive approach. The research data was obtained through interviews and documentation. The results of this study are in the form of integrated marketing communication elements integrated by ABIKOM to promote the Asian Festival event, the KPT elements used include advertising, online marketing, sales promotion, direct marketing. (direct marketing), Word of mouth (word of mouth), in which each element functions to carry out the stages of the AIDA marketing model such as online marketing and ebertasning at the attention stage, sales promotion at the interest stage ), online marketing at the desire stage, as well as from marketing and world mode at the action stage.

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