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ABSTRACT In the modern era as the current development of the company and economic growth in Indonesia continues to grow, especially in large provinces such as West Java. One of them is the newspaper company PT Pikiran Rakyat, to achieve corporate goals, then every company uses a strategy in promotion. One of the promotional forms used is event marketing. Event marketing conducted by the company must also be right on target in order to lift the brand image of company for consumers. Brand image is the perception and belief held by the consumers, as reflected by the association embedded in consumer memory. This study aims to determine the effect of event marketing on brand image in PT Pikiran Rakyat, this study uses quantitative methods with descriptive research type. Data collection through questionnaire counted 100 respondents. Test data through validity test, reability. The analysis used simple linier regression and hypothesis test. Based on the results of descriptive analysis of event marketing variables obtained percentage of 76% the number is in the high category or good, while the variable brand image obtained percentage of 74,2% the number is in the high category or good. Based on the results of simple linier regression obtained results Y = 6.418 + 0.692 X. Based on the test results coefficient of determination can be concluded that Event Marketing (X) variable significantly influence brand image (Y) PT Pikiran Rakyat. Keywords: Event Marketing, Brand Image, Communication, PT Pikiran Rakyat. ABSTRAK Pada era modern seperti saat ini perkembangan perusahaan dan pertumbuhan ekonomi di Indonesia terus berkembang, terutama di provinsi besar seperti Jawa Barat. Salah satunya yaitu perusahaan surat kabar PT Pikiran Rakyat, untuk mencapai tujuan perusahaan, maka setiap perusahaan menggunakan strategi dalam berpromosi. Salah satu bentuk promosi yang digunakan adalah event marketing. Event marketing yang dilaksanakan perusahaan juga harus tepat pada sasaran agar mengangkat citra merek suatu perusahaan bagi konsumen. Citra merek adalah persepsi dan keyakinan yang dipegang oleh konsumen, seperti yang dicerminkan asosiasi yang tertanam dalam ingatan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh event marketing terhadap brand image pada PT Pikiran Rakyat, penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. pengumpulan data melalui kuesioner sebanyak 100 responden. Uji data melalui uji validitas, reliabilitas. Analisis menggunakan regresi linier sederhana dan uji hipotesis. Berdasarkan hasil analisis deskriptif mengenai variabel event marketing diperoleh persentase sebesar 76% angka tersebut berada pada kategori tinggi atau baik, sedangkan mengenai variabel brand image diperoleh persentase sebesar 74,2% angka tersebut berada pada kategori tinggi atau baik. Berdasarkan hasil regresi linier sederhana diperoleh hasil Y = 6.418 + 0,692 X. Berdasarkan hasil uji koefisien determinasi dapat disimpulkan bahwa
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