PENGARUH HARGA TIKET DAN KARAKTERISTIK EVENT TERHADAP KEPUTUSAN BERKUNJUNG PADA EVENT JONG BATAK ARTS FESTIVAL PADA TAMAN BUDAYA MEDAN

Ryan Justin Sitorus - Politeknik Negeri Medan, Indonesia
Enda Surbakti - Politeknik Negeri Medan, Indonesia

Abstract


The decision to attend an event is crucial in tourism and the creative economy, and influences ticket prices and event characteristics. This study aims to analyze the influence of these two factors on the decision to attend the Jong Batak Arts Festival at Medan Cultural Park, both separately and together. Using a quantitative descriptive approach, data were collected through questionnaires from 100 respondents and analyzed using multiple linear regression using SPSS 27. The results show that ticket prices have a positive and significant influence (t count = 3.845; sig = 0.001), as do event characteristics (t count = 5.693; sig = 0.001). Simultaneously, both have a significant influence, and are able to explain 78.4% of the variation in attendance decisions, while 21.6% is influenced by other factors. This confirms that appropriate pricing and attractive event characteristics are key to attracting visitors. Organizers are advised to pay attention to both aspects for the success of the event.

 

ABSTRAK

Keputusan berkunjung ke suatu acara sangat penting dalam pariwisata dan ekonomi yang kreatif, serta mempengaruhi harga tiket dan karakteristik acara. Penelitian ini bertujuan menganalisis pengaruh kedua faktor tersebut terhadap keputusan berkunjung ke Jong Batak Arts Festival di Taman Budaya Medan, baik secara terpisah maupun bersama-sama. Dengan menggunakan pendekatan deskriptif kuantitatif, data dikumpulkan melalui kuesioner pada 100 responden dan dianalisis dengan regresi linier berganda melalui SPSS 27. Hasil menunjukkan harga tiket berpengaruh positif dan signifikan (thitung = 3,845; sig = 0,001), begitu juga karakteristik acara (thitung = 5,693; sig = 0,001). Secara serentak, keduanya berpengaruh nyata, dan mampu menjelaskan 78,4% variasi keputusan datang, sedangkan 21,6% dipengaruhi faktor lain. Hal ini menegaskan bahwa penentuan harga yang tepat dan karakteristik acara yang menarik adalah kunci daya tarik kunjungan. Penyelenggara disarankan memperhatikan kedua aspek tersebut demi keberhasilan acara.


Keywords


Ticket Prices, Event Characteristics, Visiting Decisions ; Harga Tiket, Karakteristik Event, Keputusan Berkunjung.

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DOI: https://doi.org/10.59818/kontan.v5i1.2851

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