MANAJEMEN EVENT FESTIVAL NESEK TAHUN 2019 DALAM MENINGKATKAN BRAND AWARENESS DESA POTO SEBAGAI DESA PERCONTOHAN PEMAJUAN KEBUDAYAAN

Woven cloth is one part of the cultural heritage and clothing of the Indonesian people, which has been known from the time of the ancestors, which was obtained from the development of covering clothing after grass and bark. Sumbawa itself has a seamless traditional woven fabric "kere Alang". In the Sumbawa language, kere means cloth and Alang means attic or the ceiling of the house. Sumbawa often holds events about culture either for its culture or used as a medium to attract tourists. One of the cultural arts events held in Sumbawa is the Nesek Festival. The Nesek Festival is the first national-level event in Sumbawa by raising cultural issues, especially the preservation of Kre Alang woven fabric. In carrying out the Nesek Festival event, the Samawa Traditional Weavers Association (APDISA) collaborated with BRI and the Sumbawa City Government as the organizers. The purpose of this study is to describe how the Nesek Festival event management was carried out to increase brand awareness of Poto Village as a pilot village for the promotion of culture. The research method used is descriptive qualitative with data collection techniques through interviews or in-depth interviews, document studies, documentation, and other supporting data. There are two theoretical aspects that become the reference for research by researchers, namely the concept of event management and brand awareness. The results of this study state that the Nesek Festival event is a special form of event with a cultural event category, an event that has the aim of introducing the culture of a tribe to others in order to attract visitors attention. The Nesek Festival event management was implemented through several stages, which is planning, organizing, actuating and coordinating. The stages of event management resulted that the Nesek Festival event had not been able to fully introduce Poto Village as a pilot village for cultural advancement due to the lack of promotion from APDISA in social media, and the lack of participation from certain parties such as local, national and international tourists and the Sumbawa City Tourism of Government.