Analisis pengaruh variabel social benefit, social cost, access quality, venue quality, dan event quality terhadap revisit intention melalui satisfaction pada event jazz gunung bromo di Jawa Timur

Merrylin, Elin (2017) Analisis pengaruh variabel social benefit, social cost, access quality, venue quality, dan event quality terhadap revisit intention melalui satisfaction pada event jazz gunung bromo di Jawa Timur. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Sektor musik telah ditetapkan sebagai sektor prioritas oleh Badan Ekonomi Kreatif Indonesia, yaitu badan negara yang mengurusi pengembangan industri musik. Oleh sebab itu, Perkembangan ini membuat industri musik menjadi industri yang sangat menguntungkan dan menjanjikan. Penyelenggaraan event musik merupakan salah satu penyumbang keuntungan terbesar dalam industri musik. Penelitian ini membahas tentang pengaruh social benefit, social cost, access quality, venue quality, dan event quality terhadap revisit intention melalui satisfaction pada event Jazz Gunung Bromo. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan model penelitian multi variabel yaitu Structural Equation Model (SEM). Populasi yang digunakan adalah penonton event Jazz Gunung Bromo dengan rentang usia antara 18-60 tahun. Responden pada penelitian ini adalah penonton event Jazz Gunung Bromo 2017 yang berasal dari seluruh Indonesia yang berjumlah 186 orang. Hasil penelitian menunjukan bahwa event quality dan venue quality memiliki pengaruh signifikan positif terhadap kepuasan penonton event Jazz Gunung Bromo. Untuk variabel social cost berpengaruh signifikan negatif terhadap satisfaction, sedangkan social benefit dan access quality tidak memiliki pengaruh signifikan terhadap satisfaction. Karena event quality memiliki pengaruh terbesar terhadap satisfaction, maka event organizer disarankan untuk sangat memperhatikan variabel ini dalam merancang acara Jazz Gunung pada masa-masa mendatang / The music sector has been designated as priority sector by Badan Ekonomi Kreatif of Indonesia, a state agency that deals with the development of the music industry. Therefore, this development makes the music industry a very lucrative and promising industry. Organizing music events is one of the biggest profit contributors in the music industry. This study discusses the influence of social benefit, social cost, access quality, venue quality, and event quality towards revisit intention through satisfaction at Jazz Gunung Bromo music event. The research method used in this research is quantitative method with multi variable variable research model that is Structural Equation Model (SEM). The population used is spectators of Jazz Gunung Bromo music event with age range between 18-60 years old. Respondents in this study are spectators of Jazz Gunung Bromo music event 2017 coming from all over Indonesia which amounted to 186 people. The results showed that the event quality and venue quality has a significant positive influence on the satisfaction of spectators of Jazz Gunung Bromo music event. For social cost variable has a significant negative effect on satisfaction, while social benefit and access quality have no significant influence on satisfaction. Since event quality has the greatest influence on satisfaction, the event organizer is advised to be very concerned about this variable in designing Jazz Gunung Bromo music event in the future

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