EFEKTIVITAS BUDAYA KARNIVAL SEBAGAI TRENDSETTER KOSTUM DAN PEMASARAN PRODUK DI DESA GEDOG WETAN MALANG

STUDI KASUS PERSEWAAN KOSTUM AMBAR)

Abstract

This research examines the effectiveness of the annual carnival in Gedokwetan Village as a costume trendsetter and a marketing platform for costume rental businesses, particularly Ambar Rental. The carnival plays a crucial role in increasing Ambar's revenue by introducing innovative modifications to traditional costumes based on customer preferences. The study uses a qualitative case study approach with observations, interviews, and documentation. The results show that the carnival significantly boosts Ambar’s income and expands its market reach locally and regionally through social media-based marketing strategies. The study concludes that Ambar's ability to innovate and adapt to customer demands positions it as a trendsetter in the rental industry, while the carnival enhances brand awareness and long-term customer engagement.