EFEKTIVITAS BUDAYA KARNIVAL SEBAGAI TRENDSETTER KOSTUM DAN PEMASARAN PRODUK DI DESA GEDOG WETAN MALANG(STUDI KASUS PERSEWAAN KOSTUM AMBAR)
Keywords:
Carnival Culture, Trendsetter Costum, Marketing, EffectivenessAbstract
This research examines the effectiveness of the annual carnival in Gedokwetan Village as a costume trendsetter and a marketing platform for costume rental businesses, particularly Ambar Rental. The carnival plays a crucial role in increasing Ambar's revenue by introducing innovative modifications to traditional costumes based on customer preferences. The study uses a qualitative case study approach with observations, interviews, and documentation. The results show that the carnival significantly boosts Ambar’s income and expands its market reach locally and regionally through social media-based marketing strategies. The study concludes that Ambar's ability to innovate and adapt to customer demands positions it as a trendsetter in the rental industry, while the carnival enhances brand awareness and long-term customer engagement.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
