Nadila Syalaisha, . (2024) PENGARUH HARGA, CITRA MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN TIKET KONSER (STUDI PADA DYANDRA GLOBAL EDUTAINMENT). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The creative industry, particularly the music sector, has become a key driver of economic growth in several countries, including Indonesia. One of its notable contributions is the organization of concerts and music festivals, which stimulate consumer behavior, particularly in purchasing concert tickets. Currently, many promoters in Indonesia contribute to advancement by organizing concerts and music festivals. Dyandra Global Edutainment is one such promoter playing a pivotal role in these efforts. This study aims to determine, verify, and analyze the partial influence of price, brand image, and lifestyle on concert ticket purchase decisions. It is a quantitative study utilizing both primary and secondary data. The sample consists of 130 respondents who are customers or consumers of Dyandra Global Edutainment 2023 or 2024. The sampling technique employed is non-probability sampling, specifically purposive sampling. Data collection was conducted through a questionnaire distributed via social media, and the collected data were analyzed using descriptive and inferential analysis techniques. Data processing was performed using SmartPLS version 4.1.0.8 software. The results of the study indicate that (1) price has a significant influence on concert ticket purchase decisions, (2) brand image has a significant influence on concert ticket purchase decisions, and (3) lifestyle has a significant influence on concert ticket purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111162] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Suharyati] |
| Uncontrolled Keywords: | Price, Brand Image, Lifestyle, Purchase Decisions, Dyandra Global Edutainment |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NADILA SYALAISHA |
| Date Deposited: | 24 Feb 2025 02:38 |
| Last Modified: | 24 Feb 2025 02:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34648 |
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