PergiKuliner's Event Marketing Role in Building Customer Relationships

(Case Study of PT. Online Media Guna)

Abstract

This study aims to analyze the event marketing strategy implemented by GoingKuliner to build relationships with external audiences, including customers, business partners, the media, and the community. PT Online Media Guna, the company that manages GoingKuliner, uses event marketing as a means to strengthen public engagement with its platform and build its brand image in the culinary industry. This study employed a qualitative approach with a case study method, involving data collection through in-depth interviews, observations, and documentation of GoingKuliner's events, both online and offline. The results indicate that PartaiKuliner's event marketing strategy aims to create brand awareness, expand its network with business partners, and build customer loyalty. GoKuliner employs a symmetrical two-way communication model, where feedback from external audiences during events serves as the basis for service improvements and innovation. Interactive events that actively engage audiences strengthen long-term relationships with external audiences, foster trust, and create positive experiences for event attendees. This research also provides theoretical contributions in the field of event marketing and public relations, as well as practical benefits for digital companies in managing communications and marketing strategies to achieve understanding and harmonious relationships with external publics.