PERAN SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN BRAND IMAGE JAWA TIMUR PARK 3 (STUDI KASUS EVENT JATIM PARK HALLOWEEN SEASON)

Digital developments and the emergence of social media have drastically changed the way people interact and communicate. Social media has become an effective tool for companies in disseminating promotional content, interacting with consumers, and building a strong brand image. Therefore, this research aims to find out how the role of social media marketing used at the Jatim Park Halloween Season event can improve the brand image of Jawa Timur Park 3. The type of research used in this research is descriptive qualitative with snowball sampling techniques. The data collection methods for this research are interviews, observation and documentation. This research shows that the role of social media marketing has a significant impact in increasing brand image, follower engagement and positive perceptions of Jawa Timur Park 3.