ANALISIS PENGARUH SACRIFICE TERHADAP BEHAVIORAL INTENTION MELALUI SERVICE QUALITY, SERVICE VALUE, SATISFACTION UNTUK ACARA DWP PADA PENGUNJUNG DWP DARI SURABAYA

Abstract

Nowadays, service-based industries have a huge and very competitive market in Indonesia. Companies encouraged to keep being innovative to get customer satisfaction by buying their products. For example, in entertainment industries, music concert is one of the segments that have a lot of potential customers. To get the potential customers, IsmayaLive as the organizer of Djakarta Warehouse Project (DWP) must give their best service to their customers by increasing their aspects such as services and facilities. Therefore, they would get customer loyalty to their service as well. The objective of this research is to evaluate and analyze the influence of Sacrifice against Behavioral Intention through Service Quality, Service Value and Satisfaction. This research will use a quantitative approach with Structural Equation Model (SEM) technique analysis with AMOS 22.0 software. Data collection in this research has been done by giving questionnaire to 100 respondents with range of age 18-60 who lives in Surabaya and have a knowledge about this event. Result of the research shows that Sacrifice has significantly positive effect against Service Quality and Service value with a regression coefficient of 0.58 and 0.28, respectively. Furthermore, Service Quality variable has a regression coefficient of 0.33 against Service Value. Service Value and Service Quality has a regression coefficient of 0.24 and 0.35 respectively against Satisfaction. Lastly, the variable of Service value, Service Quality, and Satisfaction has regression coefficient of 0.24, 0.28, and 0.24, respectively.