Kajian Branding Indonesia
Vol 7 No 1 (2025): Kajian Branding Indonesia

Memprediksi Intensi Membeli Ulang dan Word-of-Mouth Pengunjung Perhelatan Musik

Winarno, Ahmad Faizy (Unknown)
Firdaus, Ghafiki Keysha (Unknown)
Wibowo, A. J. Ibnu (Unknown)
Yudianto, Bernardinus Realino (Unknown)

Article Info

Publish Date
14 Apr 2025

Abstract

This research aims to analyze the influence of music performance visitor involvement on value co-creation behavior, visitor experience, intention to repurchase music performance tickets, and word of mouth. The research method used is quantitative with a focus on the Jabodetabek area and informants who have musical knowledge. It is hoped that the results will contribute to academic understanding in the field of music branding and marketing as well as provide practical insight for the music industry. Research limitations include subjects who are fans of music performances in Indonesia.

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Journal Info
Kajian Branding Indonesia
Website

Abbrev

kbi

Publisher

Universitas Prasetiya Mulya

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics ...