EVALUASI EVENT DALAM MENINGKATKAN BRAND AWARENESS HONDJE TEA HOUSE MALANG (Studi Pada Peserta Event "PLAYING TOURIST")

Communication activities that are carried out appropriately and successfully can grow brand awareness in the minds of consumers. By researching how the evaluation of the Playing Tourist Event increases Brand Awareness of Hondje Tea House Malang. Evaluating communication effectiveness is a concept that can assess how well the message conveyed by the sender is understood by the recipient and whether the message produces the desired response. Changes in consumer attitudes will certainly give rise to brand awareness in the minds of consumers, namely the consumer's ability to recognize or recall the brand of a product or service produced by the company. Marketing communications are expected to be able to influence consumer attitudes, thereby evaluating the effectiveness of marketing communications implemented at events.
This research uses a qualitative research approach with a descriptive research type with subject selection using a saturated sampling technique, who are all event participants. This research can evaluate an in-depth understanding of how and why an event can influence consumer perceptions and awareness based on data collected in the form of interviews, observations and documentation.
Through the Playing Tourist Event, it is one of Hondje Tea House Malang's promotional tools to increase Brand Awareness. Researchers use the theory of indicators of communication effectiveness, namely cognitive effects, affective effects, and conative effects, namely discussing changes in consumer attitudes in evaluating events that each individual participant of the Playing Tourist Event goes through. The Playing Tourist event has an effect on participants in accordance with the objectives of Hondje Tea House Malang which can be said to be effective. The consumer effect is in the form of understanding, feelings and satisfaction with the results and changes made to the event participants towards Hondje Tea House. The success of the event influenced a positive attitude towards brand awareness of Hondje Tea House Malang where recognition of a brand appeared again after a reminder was made with the help of the Playing Tourist Event.