LEVERAGING EVENT MARKETING TO ENHANCE BRAND CREDIBILITY THROUGH CUSTOMER ENGAGEMENT: A CASE STUDY OF PT. UBA UHUD INTERNATIONAL

Abstract

This research investigates the role of event marketing in enhancing brand credibility through the mediating effect of customer engagement. Conducted between February and July 2025, the study employs a quantitative approach targeting individuals who have participated in event marketing activities organized by PT. UBA UHUD INTERNATIONAL, such as exhibitions and trade show booths. The research examines four key hypotheses: (H1) Event Marketing Has a Positive Effect on Brand Credibility, (H2) Event Marketing Has a Positive Effect on Customer Engagement, (H3) Customer Engagement has a positive impact on Brand Credibility, and (H4) Customer Engagement Mediates the relationship between Event Marketing and Brand Credibility. Data were collected using structured questionnaires and using structural equation model to determine both direct and indirect effects. The findings reveal that all proposed hypotheses (H1–H4) are supported. Event marketing significantly influences both customer engagement and brand credibility (supporting H1 and H2), while customer engagement positively affects brand credibility (supporting H3). Furthermore, customer engagement is found to partially mediate the relationship between event marketing and brand credibility (supporting H4). Additionally, descriptive analysis indicates that Entertainment is the most dominant aspect of event marketing, Activation is the strongest form of customer engagement, and Expertise is the most prominent dimension of brand credibility. These insights underscore the strategic value of designing event marketing programs that emphasize engaging entertainment, activate customer involvement, and build perceptions of brand expertise—ultimately enhancing brand credibility in competitive markets.