<![CDATA[Purpose: This study aims to analyze the influence of the Bajawa Event (music event) attraction on visitor motivation at Kopi Bajawa Flores, Depok. The Bajawa Event is an innovation in coffee shop management that integrates culinary experiences with live music, creating a unique social and entertainment space. Understanding the factors influencing visitor motivation is crucial to supporting the sustainability of creative-based coffee shop events. Design/Methodology/Approach: This study used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 100 respondents who had attended the Bajawa Event and resided in the Greater Jakarta area. The independent variables consisted of experience, involvement, novelty, and practical aspects, while the dependent variable was visitor motivation. Data analysis was conducted using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. Findings: The results indicate that experience, involvement, novelty, and practical aspects simultaneously have a significant influence on visitor motivation. Partially, the variables novelty and practicality showed a positive and significant influence on visitor motivation, while experience and involvement had no significant influence. Research limitations/implications: This study was limited to a single coffee shop location and focused solely on quantitative data. Future research is recommended to incorporate qualitative approaches and additional variables such as destination image and service quality. These findings provide practical implications for coffee shop managers in designing innovative and accessible music events to increase visitor motivation.]]>
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