IJSRP, Volume 11, Issue 1, January 2021 Edition [ISSN 2250-3153]
Mohamad Ropik, Maya Ariyanti
The rapid era of globalization 4.0 has an impact on peoples increasingly consumptive lifestyle. This phenomenon also affects to producers in marketing their products, thus creating a competitive climate in an increasingly competitive industry. Honda Motor in West Java is the top of the automotive industry market in terms of motorcycles, which has dominated market share for the past five years. Event marketing is known as a promotional activity that dominates Honda Motors marketing strategy in West Java. However, the objective of event activities is not specifically directed at generating hard sales, while sales promotion programs are implemented intensively in each of these event activities.