EVALUASI STRATEGI INFLUENCER MARKETING DALAM MENINGKATKAN MINAT BERKUNJUNG EVENT JATIM PARK HALLOWEEN SEASON 2025

This study aims to evaluate the effectiveness of the influencer marketing
strategy implementation in increasing visiting interest for the Jatim Park
Halloween Season 2025 event and provide recommendations for future
improvements. This research uses a descriptive qualitative method with a CIPP
(Context, Input, Process, Product) evaluation model. Data was collected through
in-depth interviews with 12 respondents, observation, and documentation. The
results indicate that the influencer marketing strategy is effective in building
massive brand awareness among Gen Z and Millennials. Although contextually
appropriate, there is a need for innovation in content formats to be more organic
and less brand-heavy. The study found that visiting interest is directly proportional
to the number of collaborating influencers. Recommendations are formulated using
the AIDA approach to bridge the gap between awareness and physical action (ticket
purchase).