ANALYSIS OF THE EFFECT OF FESTIVAL AUTHENTICITY TOWARD LOYALTY TO FESTIVAL, THROUGH FESTIVAL QUALITY, FESTIVAL VALUE, SATISFACTION WITH FESTIVAL ON MARKETWORLD.ID CUSTOMER IN SURABAYA
Abstract
The purpose of this researchis to reveal whether Festival Authenticity has the
effect on Loyalty to Festival through Festival Quality, Festival Value and Satisfaction
with Festival on Marketworld.id in Surabaya, which is aimed to use 4 variables to
identify the Loyalty to Festival.
This study uses a quantitative approach to the analysis technique of Structural
Equation Model (SEM) and the AMOS 22.0 software. The questionnaire distributed
to 105 respondents in the sample in which the characteristics of respondents that
consists of men and women in the age range 18-60 years, who have visited
Marketworld.id at least once. The sampling method used in this research that is non -
probability sampling.
Results of the data processing using AMOS 22.0 software that shows ten
hypotheses that proposed in this research. Which the results can be described as
follows; Festival Authenticity has insignificant effect on Festival Value variable with
regression coefficient value of 0.217 and C.R. value of 0.840; Festival Authenticity
has insignificant effect on Loyalty to Festival variable with regression coefficient
value of 0.038 and C.R. value of 0.247; Festival Authenticity has insignificant effect
on Satisfaction with Festival variable with regression coefficient value of 0.342 and
C.R. value of 1.686; Festival Authenticity has significant effect on Festival Quality
variable with regression coefficient value of 0.843 and C.R. value of 6.056; Festival
Quality has significant effect on Festival Value variable with regression coefficient
value of 0.538 and C.R. value of 2.088; Festival Quality has significant effect on
Loyalty to Festival variable with regression coefficient value of 0.621 and C.R. value
of 3.730; Festival Quality has insignificant effect on Satisfaction with Festival
variable with regression coefficient value of 0.261 and C.R. value of 1.245; Festival
Value has insignificant effect on Loyalty to Festival variable with regression
coefficient value 0.034 and C.R. value of 0.287; Festival Quality has significant
effect on Loyalty to Festival variable with regression coefficient value of 0.621 and
C.R. value of 3.730; Satisfaction with Festival has significant effect on Loyalty to
Festival variable with regression coefficient value of 0.308 and C.R. value of 2.275.
Assessed on the result of the coefficient path, it is shown that the effect of Festival
Authenticity has the highest affection which has the value of 0.843 on Festival
Quality. Then with the second highest affection is Festival Quality on Loyalty to
Festival with the value of 0.621 and the third biggest affection is the Festival Quality
to the Festival Value variable with the value of 0.538
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