Strategi Pt Dbl Indonesia Dalam Mempertahankan Eksistensi Sebagai Penyelenggara Event Olahraga Di Kalangan Gen Z

examines the strategies employed by batik artisans in Sekardangan Village to sustain their existence in a competitive market. The findings highlight the necessity for artisans to innovate their products, build strong partnerships with stakeholders, and adopt more effective management practices to enhance their competitiveness. The research employs a qualitative approach, focusing on understanding the perceptions and motivations of Generation Z (Gen Z) towards sports events organized by PT DBL Indonesia. A comprehensive literature review was used to analyze relevant articles, journals, books, and documents related to marketing strategies, sports events, and Gen Z behavior. This approach allowed for the identification of theories, concepts, and findings that contextualize the study's results. The findings reveal that the use of public relations activities such as media coverage, events, and corporate social responsibility (CSR) programs significantly contributes to building a positive brand image. While both this study and previous research share a qualitative methodology to assess public relations strategies and their impact on corporate image, they differ in focus. This study specifically targets the sports industry, emphasizing the preferences and behaviors of Gen Z in engaging with brands, whereas the prior research centers on the fast-food industry. These differences underscore the importance of understanding audience dynamics in crafting effective marketing strategies.