The study entitled influence of live music events in building brand equity Harvest City ( Studies on housing Harvest City, Cibubur – Cileungsi) is purposed to determine the response of the visitors event of live music hosted by Harvest City and determine occupancy of the influence of the implementation of live music events in building brand equity.
Type of research is a descriptive study method with a quantitative research approach. Variables used consists of two variables. The variable X with the events as a sub variable message ( marketing materials and entertainment) and media (the feel or atmosphere, decoration ; transportation or reception; meal and amenities or souvenirs). Then brand equity as a variable Y with sub variable brand awareness, brand asociations, perceived quality and brand loyalty. Sampling using non probability sampling is purposive sampling with a sample of 85 respondents. Analysis were performed using analysis of IPA (Importance Performance Analysis) and simple regression analysis to determine the level of influence of the independent variable on the dependent variable.
The result of research that has been done regarding the conduct of the respondents live music events and brand equity Harvest City is located in either category. The amount of influence in the event dimension bulid brand equity amounted to 36.8 % and the remaining 62.3 % is influence by another factors. Based on the test result coefisients, Ho is rejected and Ha accepted. In conclusion live music events is significanty in building brand equity Harvest City.
Key Word : Event, Brand, Brand Equity