Effectiveness of Implementing Event Marketing Strategies in Increasing the Number of Visitor Traffic in Cyber Mall Malang

This research aims to identify the effectiveness of implementing the "Event Marketing" strategy in increasing the number of visitors to Cyber Mall Malang. The method used in this research is qualitative, including interviews with mall management, observations, and documentation of visitor data over five months. The research results show that although the "Event Marketing" strategy can increase the number of visitors during the event, the impact is short-term. The management is striving to build brand awareness to increase visits in the long term. The advantages and disadvantages of the implemented strategy were also identified, as well as the importance of selecting event types that align with the mall's branding. These findings indicate how event marketing can be utilized to increase visitor traffic and sales at the mall