EVALUASI STRATEGI DIGITAL MARKETING DALAM MENDUKUNG PROMOSI DAN PENJUALAN PADA EVENT HALLOWEEN JURASSIC FEAR FEST DI JATIM PARK 3

This study evaluates the digital marketing strategy of the "Jurassic Fear Fest" Halloween event at Jatim Park 3 to address the gap between high digital engagement and actual ticket sales conversion. Employing a qualitative approach with a descriptive evaluative method through the CIPP (Context, Input, Process, Product) model, data were collected through interviews, digital activity observation of the @jatimparkhalloweenseason Instagram account, and documentation of Meta Ads performance reports. Evaluation results indicate that the digital marketing strategy is highly effective in building awareness and branding, as evidenced by a reach of 1.37 million accounts and a drastic increase in the Click-Through Rate (CTR) from 8.89% in the previous year to 55.07% in 2025. However, effectiveness at the registration conversion stage remains sub-optimal due to audience behavior favoring last-minute bookings and managerial constraints involving human resource dual-role assignments. Based on these findings, the study formulates strategic recommendations using the AIDA (Attention, Interest, Desire, Action) model, which includes diversifying visual content, integrating TikTok channels, strengthening urgency messaging during the action stage, and restructuring a dedicated team to maintain promotional operational stability in the future.