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Cempaka Paramita, Cempaka
Universitas Gadjah Mada
Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Enhancing Revisit Intention To Jember Fashion Carnaval: The Role Of Celebrity Endorsement, Event Image, And Visitor Attitude Paramita, Cempaka; Wulandari, Gusti Ayu; Salsabila, Raissa Aulia
Jurnal Mebis Vol. 10 No. 1: July 2025
Publisher : UPN "Veteran" Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/mebis.v10i1.663

Abstract

The Jember Fashion Carnaval (JFC) is one of the most important international cultural events in Jember and has been attracting increasing numbers of visitors. However, the challenge lies not only in attracting new visitors but also in encouraging them to return. Therefore, this study explores celebrity endorsement and event image effect to revisit intention of JFC and the mediating role of visitor attitude from survey data results of 160 respondents who filled the questionnaire about the variables measurement on JFC. The data analysis was performed using SmartPLS 4. Findings from this research reveal that event image and visitor attitude significantly affect revisit intention to JFC in a positive direction. This study also proves that celebrity endorsement and event image through the mediation of visitor attitudes can positively influence revisit intentions. However, it is noteworthy that celebrity endorsement does not affect visitors’ intention to revisit directly.
Co-Authors Adi Prasodjo Anwar Anwar Barokah, Ika Cahyani, Devina Widya Destari, Fajar Devina Widya Cahyani Dinna Dewi, Almas Farah Eksanti, Eksanti Fajar Aji, Fajar Gusti Ayu Wulandari Hafiyan, Mohamad Fikri Ika Barokah Suryaningsih Kristian Suhartadi Widi Nugraha Lokaprasidha, Pramesi Pahlevi, Mochamad Reza Ramadina, Novia Amalsya Sabta Diana Safira, Firjin Salsabila, Raissa Aulia Sari, Tria Putri Novia Sumani . Winda Amilia