Ilma, Aldenia Luthfian (2026) Analisis Manajemen Konflik Dalam Meningkatkan Efektivitas Kegiatan Event Marketing Pada Department Marketing Communication Lippo Plaza Batu. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was motivated by the emergence of various operational conflicts in the implementation of event marketing activities at the Marketing Communication Department of Lippo Plaza Batu, including changes in the event rundown, miscommunication, changes in tenant requirements, activity delays, and technical issues. The study aims to analyze the implementation of conflict management in improving the effectiveness of event marketing activities. A qualitative research method with a descriptive approach was employed. Data were collected through interviews, observations, documentation, and source triangulation involving the Marketing Communication Supervisor, Marketing Communication Officer, vendors, tenants, and visitors. The findings indicate that conflicts were managed through cross-functional coordination, open communication, pre-event briefings, and post-event evaluations. Based on Getha-Taylor's conflict management theory, the implementation fulfilled the indicators of integrated conflict resolution, satisfactory conflict outcomes, conflict prevention, perceived fairness, and post-conflict effects. Effective conflict management contributed to the effectiveness of event marketing in terms of cognitive, affective, and conative aspects, enabling events to run smoothly while enhancing visitors' experiences and encouraging their intention to revisit Lippo Plaza Batu. Keywords: Conflict Management, Marketing Communication, Event Marketing, Event Marketing Effectiveness.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aldenia Luthfian Ilma | ||||||||
| Date Deposited: | 20 Jul 2026 03:39 | ||||||||
| Last Modified: | 20 Jul 2026 05:21 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55937 |
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