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All Journal Journal of Business and Management The Indonesian Journal of Business Administration The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Journal of Economics and Business UBS Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Eduvest - Journal of Universal Studies Paradoks : Jurnal Ilmu Ekonomi Enrichment: Journal of Multidisciplinary Research and Development Journal of Consumer Study and Applied Marketing
Dina Dellyana
School Of Business And Management, Bandung Institute Of Technology
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Social Sciences Other

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Journal : Journal of Consumer Study and Applied Marketing

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Redefining General Public Segment In Kustomfest: A Research On Visitor Motives In Attending A Kustom Kulture Festival Wahyudi, Muhammad Emir Alhafeez; Dellyana, Dina
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.216

Abstract

The Indonesian creative economy has experienced significant growth, with creative tourism emerging as a prominent driver. This study centers on Kustomfest, the Indonesian Kustom Kulture Festival, recognized as one of the largest Kustom Kulture hubs in the country. Between 2019 and 2023, there was a notable shift in the festival's audience composition, with the general public now constituting the majority segment. The research aims to identify and analyze the key motives driving the general public to attend Kustomfest, segment the market based on these motives, and examine each segment's sociodemographic profiles and behavioral characteristics. Three distinct market segments were identified, each motivated by different factors. Insights from this study can assist organizers of similar Kustom Kulture-related events in expanding creative tourism in Indonesia. By understanding visitor motivations and behaviors, event organizers can tailor marketing strategies, enhance visitor experiences, and capitalize on revenue opportunities from the general public segment. Recommendations are provided to attract, retain, and expand each segment through business model innovation, thus contributing to the sustained growth of Indonesia's creative economy. The findings highlight the importance of understanding visitor motivations and behaviors to maximize the impact of cultural events on the broader creative economy. These insights enable event organizers to foster growth in Indonesia's creative sector, ensuring that cultural festivals like Kustomfest continue to evolve and appeal to a diverse audience.
Co-Authors Anggraeni Permatasari Ariono, Bernardus Aulia, Muhammad Rizki Ayunda, Batari Bernardus Ariono Dian Anggraini Fernando, Edwin Hogiana, Della Yunia Irfan Saleh Laraswati, Dian Mutiah Laurentius Nicholas Rodriques Mardhiyah, Nabilah Meditya Wasesa Nurwibowo, Muchammad Pascal Yudha Ginting Praditya, Patricius Putri, Octaviani Surya Ramadhan Pangestu, Dimas Ramadhan, Fadly Rizky Rinjani, Abby Nabilla Surya Shavira Mayola, Shavira Suwondo, Merwyn Tetra Perwira Tri Hendra Widadi Wafiq Aulia Sukma Dewi Wahyudi, Muhammad Emir Alhafeez Wasesa, Meditya Wawan Dhewanto Wisnuseputro, Regianto