When The Pop-Up Store Strategy Is Questioned: An Analysis Of Determinants Of Brand Awareness On Car-Free Day

Abstract

Pop-up stores have become one of the increasingly popular temporary marketing strategies at Car Free Day (CFD) events in Indonesia, particularly in the West Java region. The phenomenon of increasing pop-up store activities at CFD aligns with high public participation and opportunities for direct brand promotion. This study aims to analyze the factors influencing the effectiveness of pop-up stores on brand awareness, considering variables such as location, product innovation, consumer engagement, and customer experience. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis techniques through SmartPLS 4. The sample in this study consisted of 310 respondents who were visitors to CFD in West Java. The research results indicate that the variables of location, product innovation, and customer experience significantly influence the increase in brand awareness through pop-up store activities at CFD. However, the consumer engagement variable does not show a significant impact on brand awareness. These findings imply that business practitioners should prioritize strategic location aspects, enhance consumer engagement, and create positive customer experiences to maximize the effectiveness of pop-up stores in building brand awareness at CFD events.