Strategi Event Marketing Endless Creative Production Dalam Mempertahankan Kepercayaan Dan Minat Penonton Pada Event Konser Nyanyian Riang Gembira 2025: Sore Di Taman

ABSTRACT This study aims to examine the event marketing strategies employed by Endless Creative Production to maintain audience trust and interest in the concert "Nyanyian Riang Gembira (NRG) 2025: Sore di Taman," specifically in addressing three key challenges: a change in the event venue, intense competition among events in Palembang, and stagnant ticket sales. The study utilizes a descriptive qualitative approach, with data collected through interviews, observation, and documentation involving five informants selected using purposive sampling. The findings indicate that Endless Creative Production successfully transformed the change in venue into a positive narrative by leveraging synergy between the product, the venue, and public relations; addressed event competition by strengthening positioning, public relations, and pricing strategies; and revitalized ticket sales through a tiered pricing system combined with consistent communication that emphasized urgency across various social media platforms. ABSTRAK Penelitian ini bertujuan mengetahui strategi event marketing yang diterapkan oleh Endless Creative Production dalam mempertahankan kepercayaan dan minat penonton pada event konser Nyanyian Riang Gembira (NRG) 2025: Sore di Taman, khususnya dalam menghadapi tiga tantangan utama, yaitu perpindahan venue, tingginya persaingan event di Kota Palembang, dan stagnasi penjualan tiket. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi terhadap lima informan yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa Endless Creative Production berhasil mengubah perpindahan venue menjadi narasi positif melalui sinergi product, place, dan public relations; menghadapi persaingan event melalui penguatan positioning, public relations, dan price; serta memulihkan penjualan tiket melalui sistem harga bertahap yang dipadukan dengan komunikasi urgensi secara konsisten di media sosial.