Penerapan Konsep Event Management untuk Menghidupkan Grand Serpong Mall

This thesis is made to examine the root cause, why Grand Serpong Mall suffered its lowest bottom condition and to recommend ways of increasing the visitors. The research draws attention to the fact that in 2010, Grand Serpong Mall can attract many famous brands such as Giant, Solaria, KFC, Sport Station, etc; but can’t maintain the tenant presence for long due to downturn in the business. Further, this research also examine why the mall can’t attract people to visit the mall although the population and economy around the Tangerang area is growing rapidly. Based on research, it is revealed that the poor business in Grand Serpong Mall is a result of an increasing competition from other shopping malls in Tangerang, since 2010 many new shopping malls have been opening in the city, but Grand Serpong mall cannot compete with the new competitors. One of the reason Grand Serpong Mall cannot compete with the others, because Grand Serpong mall still doesn’t understand their own brand identity, as it is keep changing from time to time Moreover, the research also shows that many people in Tangerang don’t realize the existence of Grand Serpong Mall, although they have seen the building oftentimes. In fact, many people don’t even realize that the building itself is a shopping mall. Further, research shows the complexity factors that related one to others, and those factors appear to be the major cause why people reluctant to visit Grand Serpong Mall. This thesis offers three alternative solution about how to revive the mall and make people interest to visit the mall again. After going through several discussion and considerations, the writers picked out “To regularly conduct Event and Theme”. This solutions also evaluating every possibility by conducting survey and analyzing the result with weighted objectives method. This thesis recommended: 1. Change the zoning/layout inside mall, and held renovation to repair outside and inside condition. 2. Building team for Event Operation, and Marketing Event. 3. Create 1 year timeline for main-event. 4. A personal approach to booth and sponsorship. 5. Maintaining and communicating event to the audience.