Event Sponsorship of “Bazar Murah” in Building Brand Awareness of PT Tiga Bintang Sejahtera Food

Increasingly intense business competition requires companies to design effective marketing communication strategies to build brand awareness. This research aims to analyze the effectiveness of the event sponsorship strategy implemented by PT Tiga Bintang Sejahtera Food through a low-cost staple food bazaar in enhancing brand awareness, using key performance indicators (KPIs) as an evaluative framework to assess the achievements of the sponsorship strategy. The method used is a participatory descriptive qualitative approach, with informants consisting of bazaar participants and event organizers. Data were collected through in-depth interviews and participatory observation, then analyzed by identifying themes, patterns, and findings related to brand awareness. The results show that interactive booth activities, product sampling, and direct product education increased brand recognition, built positive associations, and strengthened perceived quality based on the performance indicators established in this study. These findings confirm that event sponsorship is an effective marketing communication strategy for local Fast Moving Consumer Goods (FMCG) companies, while also providing practical guidance for companies in designing more targeted and impactful sponsorship activities. This study is expected to serve as a reference for similar companies in developing effective and sustainable sponsorship-based marketing communication strategies.