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IJSTR >> Volume 9 - Issue 1, January 2020 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Understanding The Role Of Sensory, Emotional, Social And Memorable Experiences In Behavioural Intention Of Indonesia’s Music Concert Industry

[Full Text]

 

AUTHOR(S)

Antania Carissa, Jessica Natalia, Margareth Lasini, Willy Gunadi.

 

KEYWORDS

Experiential Marketing, Sensory, Emotional, Social, Memorable, Behavioural Intention

 

ABSTRACT

Experiential marketing has been recognized as one of the most effective ways to magnetize concert attendees. This phenomenon has widely opened opportunity for promoters to market and to display in their events, precisely in Indonesia young populations nowadays. This research is conducted to provide novelty in music concert industry, to capture insightful experiential perspective, and to identify the role of sensory, emotional, social and memorable experiences in behavioural intention of Indonesia’s music concert industry. Data is collected through online questionnaires and analyzed by using PLS-SEM. The results indicate that memorable experience is the most influential factor to behavioural intention, social experience is the second, sensory is the third, and the least prioritized is emotional experience. Lastly, there are soluble implications explained which fully support the results of this research.

 

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