The Effect of Event Marketing Promotion on E-Commerce Brand Awareness in Indonesia

The increasing number of online businesses on the internet, of course, will result in increasingly fierce competition in online business. Currently, old E-Commerce companies and new players are competing in carrying out modern marketing strategies through digital media in marketing activities and being innovative in increasing brand awareness through digital marketing. Competition between E-Commerce platforms in Indonesia is now one of the things that attracts the attention of the Indonesian people. The purpose of this study was to analyse Event Marketing on Lazada’s E-Commerce Brand Awareness in Indonesia. The research formulation is how Event Marketing partially and simultaneously influence Lazada’s E-Commerce Brand Awareness in Indonesia. The method used in this research is a survey with data collection techniques using google form to 400 respondents distributed via short-links. The sampling technique used was purposive sampling, which was calculated using the Taro Yamane formula. This research uses Validity Test and Reliability Test, Classical Assumption Test, Multiple Linear Test, and Hypothesis Testing. Based on the results of the study, it shows that Event Marketing partially has a significant effect on Lazada’s E-Commerce Brand Awareness. The F (simultaneous) test shows that the Event Marketing variables have a joint effect on Lazada’s E-Commerce Brand Awareness in Indonesia.