ANALISIS CUSTOMER EXPERIENCE DAN BRAND AWARENESS PADA EVENT DINO NIGHT RUN DALAM MENINGKATKAN KEPUASAN PELANGGAN (Studi pada Jawa Timur Park 3)

The tourism industry was destroyed during the Covid-19 pandemic, but there was also a positive impact, namely the emergence of a running trend among the community. Apart from that, increasing competition in the tourism industry is one of the main foundations in determining the right marketing strategy to fulfill consumers' visiting interests and make them loyal customers. This research focuses on the Dino Night Run marketing event which is one of Jawa Timur Park 3's strategies to create CX (Customer Experience) and Brand Awareness which can increase customer satisfaction. The type of research used is descriptive qualitative research with purposive sampling techniques. The data collection methods used were participatory action research, interviews, documentation, and focus group discussions (FGD). The results of this research show that the role of event marketing strategy at Jawa Timur Park 3 creates customer experience and brand awareness which is able to increase customer satisfaction for the sustainability of Jawa Timur Park 3's business.