KUALITAS EVEN, KEPUASAN PENGUNJUNG, DAN INTENSI BERPERILAKU PENGUNJUNG: SEBUAH STUDI EMPIRIS
Abstract: This study
aims to examine the relationship between
event quality (includes
diversity and sponsor balance), visitor satisfaction, and
behavioral intention of the visitors. Structured questionnaire was
designed to collect survey data. Multiple linear regression analysis was used
to test the significance of the causal
relationships proposed in the hypothesis. The results showed that the diversity and sponsor balance affect
visitor satisfaction. Similarly, diversity and visitor satisfaction affect the
behavioral intention. However, the study also found that there was no influence
of the sponsor balance to the behavioral intention. This study provides
empirical contribution through conceptualization, and then verify empirically
on a model. Empirical contribution comes from finding the strength and magnitude
of the association relationship found. In addition, this study also provides practical
contribution, particularly for event managers, to increase the number of visitors. The value of
this study is centered on conceptual
and empirical contributions
related to the relationship between the event quality (diversity and sponsor
balance), visitor satisfaction, and behavioral intention of the visitors.
Penulis: Alexander Joseph Ibnu
Wibowo
Kode Jurnal: jpmanajemendd140698
