Abstract
The purpose of this study is to describe kustom cultural events as a form of branding program from Retro Classic Cycles Jogjakarta and House of Customland Surabaya. During the event, we saw a touch of creative creation of the kustom kulture brand community. This study uses a qualitative method. Data were obtained based on observations and interviews with several people involved in the annual kustom kulture event. In addition, the researcher also developed data collection by looking at the social media managers of Retro Classic Cycles and House of Customland. Research findings show that there are efforts to develop brand communities, initiators routinely carry out annual activities in kustom cultural events. The kustom kulture event presents creative culture from a variety of artistic collaborators, both fine art and motor builder, which inclusively makes event collaborators really enjoy and actively participate in displaying their artworks as a medium for creativity exhibitions. Originality shows that kustom culture events are used as community media for kustom culture activists Retro Classic Cycles and House of Customland, as an effective way to build a certain identity of a community, so as to increase public knowledge about kustom kulture. Therefore, the quality and quantity of kustom cultural events can be increased according to the differences and novelty of the theme of the event being held.
Highlights
Organizing the annual event of a brand community becomes a ritual in itself offering cultural values [1]
This study examines creative patterns of event marketing management for kustom cultural activities and their willingness to participate
Event Marketing as Educational and Cultural Customization The marketing of the two major community events from Retro Classic Cycles Jogjakarta at the Kustomfest 2021 event and the House of Customland Surabaya at the Customland 2021 event, shows the effort to introduce the concept of thinking, movement and kustom culture action
Summary
Organizing the annual event of a brand community becomes a ritual in itself offering cultural values [1]. The existence of a brand community is being built and maintained for a community identity [2]. Event activities develop brand identity through a series of brand marketing processes [3]. The activity of marketing a variety of kustom cultural arts is a learning education. Learning about how kustom cultural arts works through the art of driving and other variants is realized in a joint event in a city. Event marketing in a city is one way to create city brand activities
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
