The Effect of Event Marketing Promotion on E-Commerce Brand Awareness in Indonesia

The increasing number of online businesses on the internet, of course, will result in increasingly fierce competition in online business. Currently, old E-Commerce companies and new players are competing in carrying out modern marketing strategies through digital media in marketing activities and being innovative in increasing brand awareness through digital marketing. Competition between E-Commerce platforms in Indonesia is now one of the things that attracts the attention of the Indonesian people. The purpose of this study was to analyse Event Marketing on Lazada’s E-Commerce Brand Awareness in Indonesia. The research formulation is how Event Marketing partially and simultaneously influence Lazada’s E-Commerce Brand Awareness in Indonesia. The method used in this research is a survey with data collection techniques using google form to 400 respondents distributed via short-links. The sampling technique used was purposive sampling, which was calculated using the Taro Yamane formula. This research uses Validity Test and Reliability Test, Classical Assumption Test, Multiple Linear Test, and Hypothesis Testing. Based on the results of the study, it shows that Event Marketing partially has a significant effect on Lazada’s E-Commerce Brand Awareness. The F (simultaneous) test shows that the Event Marketing variables have a joint effect on Lazada’s E-Commerce Brand Awareness in Indonesia.

I. Introduction

Entering the global era of adulthood, especially in the development of information and communication technology, causes changes in our culture and daily habits [1]. The existence of technology at this time is very helpful for profits in the economy of traders because it has many benefits [2]. Technology currently plays an important role in the dissemination of information and will continue to grow with the internet [3]. The internet has democratized information sources and means of communication, increased participation in social issues, and has empowered citizens by providing more choices [4]. The number of internet users that is growing rapidly from year to year can be a promising business potential in the world of marketing [5]. In line with the increase in internet users every year in Indonesia, this also plays a role in the development of E-Commerce in Indonesia [6].