Pengaruh Event Quality dan Emotional Terhadap Future Intention Yang Dimediasi Spectators Satisfaction di Indonesia Open
DOI:
https://doi.org/10.31949/educatio.v10i3.9497Abstract
Ketertarikan dan antusiasme para penggemar bulutangkis di Indonesia cukuplah sangat besar. Dilihat dari penyelenggaraan sebuah turnamen berskala Internasional yang diadakan di Istora Senayan yaitu Indonesia Open S1000, menjadi salah satu yang dinantikan oleh para penggemar bulutangkis untuk bisa menghadiri setiap tahunnya. Harga tiket yang ditawarkan mengalami kenaikan dari tahun ke tahun yang menjadi lebih mahal. Banyak para penggemar yang mengeluhkan akan hal tersebut di platform media sosial dan berkomentar untuk menurunkan harga tiket tersebut. Namun, hal tersebut tidak mengurungkan niat penggemar dan tiket tetap terjual habis. Sehingga hal tersebut menunjukkan adanya kesenjangan atau ketidaksesuaian. Oleh karena itu, tujuan utama penelitian ini adalah untuk melihat pengaruh event quality, emotional, spectators satisfaction pada future intention pengunjung. Jenis penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif metode korelasional. Teknik pengumpulan data yang digunakan adalah data primer dengan metode kuesioner kepada pengunjung Indonesia Open S1000. Teknik analisis data dengan menggunakan regresi analisis jalur (path analysis) dan sobel test. Hasil penelitian menunjukkan bahwa event quality dan emotional berpengaruh secara langsung dan signifikan terhadap spectators satisfaction, dan spectators satisfaction berhasil memediasi secara signifikan hubungan antara event quality dan emotional terhadap future intention.
Keywords:
Kualitas acara, emosional, kepuasan penonton, niat masa depanDownloads
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