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

Abstract

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.