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All Journal Jurnal Ilmiah Mahasiswa FEB Nautical: Jurnal Ilmiah Multidisiplin Indonesia
WIWEKANANDA, I GUSTI NGURAH ARY
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Religion Humanities Computer Science & IT Education Engineering

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Here comes the fun: Mapping the journey from experience to loyalty in music festivals Ambalika, Ni Komang Ayu Diah; Wiwekananda, I Gusti Ngurah Ary; Ditha, I Gusti Ayu Tara Laksemiyasa; Sawitri, Ni Luh Putu Widya
Nautical : Jurnal Ilmiah Multidisiplin Indonesia Vol. 4 No. 2 (2025): Nautical: Jurnal Ilmiah Multidisiplin Indonesia (In progress)
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/nautical.v4i2.1717

Abstract

Music festivals have become complex experiential platforms that generate not only entertainment but also social, cultural, and emotional engagement. This study investigates the journey from music festival experience quality to loyalty and focusing on the role of festival satisfaction and image. This research employed a quantitative method using an online survey that was distributed to music festival attendees in Indonesia. A total of 381 the collected valid responses were examined through Structural Equation Modeling (SEM-PLS). The findings showed that festival experience quality has a significant positive effect on festival satisfaction and festival image. Moreover, festival satisfaction enhances both festival image and festival loyalty, while the festival image further strengthens festival loyalty. These results indicate that bringing high-quality experiences, fostering satisfaction, and cultivating a strong festival image are crucial strategies for building loyalty. From the managerial perspective, the study also focuses on the dominant student segment by tailoring music festival concept or design and creating marketing strategies to their preferences. Nevertheless this study is limited by its diverse festival contexts making the future studies are recommended to investigate specific or single type of music festivals, distinguish between the first-time and repeat visitors.
PENGARUH SOCIAL MEDIA ADVERTISING TERHADAPPURCHASE INTENTION SAMSUNGS9 &S9+ DIMEDIASI OLEHBRAND IMAGE (STUDI PADA GENERASI Z DI KOTA MALANG) WIWEKANANDA, I GUSTI NGURAH ARY
Jurnal Ilmiah Mahasiswa FEB Vol. 6 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh social media advertising terhadap purchase intention Samsung S9 & S9+ yang dimediasi oleh brand image, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalaha explanatory research yang menjelaskan hubungan kausal antar variable-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden, rsponden tersebut ialah individu yang pernah menonton iklan Samsung S9 & S9+ di Youtube. Dengan menggunakan Teknik non-probability sampling. Uji hipotesis dilakukan menggunakan uji T dan uji Sobel. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel social media advertising berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+. Variabel social media advertising berpengaruh positif dan signifikan terhadap brand image Samsung. Variabel brand image berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+. Variabel social media advertising berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+ yang dimediasi oleh brand image, dengan brand image berkedudukan sebagai mediasi sebagian. Kata Kunci: Social Media Advertising, Brand Image, Purchase Intention
Co-Authors Ambalika, Ni Komang Ayu Diah Ditha, I Gusti Ayu Tara Laksemiyasa Sawitri, Ni Luh Putu Widya