Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Developing Innovative Virtual Event in a Changing Environment towards Consumer Behavioral Intention
Skripsi, 017 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:39:02
Oleh : Muhammad Hilmy Naufal - 175264018 (muhammad.hilmy.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Virtual Event, Behavioral Intention, Entertainment, Enjoyment, Aesthetic
The current pandemic Covid-19 has a massive impact on all economic sectors in Indonesia. One of the sectors impacted is event industry which is part of tourism sectors. To survive in this pandemic time, event businesses have to innovate themselves with a virtual event. However, due to limited understanding of industry players in Indonesia regarding consumer behavior of virtual event, virtual event has not yet appropriately applied. This study aims to examining consumer behavioral intention on virtual event using entertainment, enjoyment, and aesthetic variables combined with Theory of Planned Behavior. This study used 522 data from respondents who have participated in virtual event. The data were processed using Partial Least Square-Structural Equation Modeling (PLS-SEM) and qualitative analysis. The results shows that that entertainment, enjoyment, and aesthetic have significant influence on behavioral intention. Meanwhile, enjoyment is the factor that has the most influence on consumer behavioral intention on virtual event. Based on the results of this study, the event industry can develop innovative virtual event by implementing the tested variables.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:39:02
Oleh : Muhammad Hilmy Naufal - 175264018 (muhammad.hilmy.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Virtual Event, Behavioral Intention, Entertainment, Enjoyment, Aesthetic
.
Deskripsi Alternatif :The current pandemic Covid-19 has a massive impact on all economic sectors in Indonesia. One of the sectors impacted is event industry which is part of tourism sectors. To survive in this pandemic time, event businesses have to innovate themselves with a virtual event. However, due to limited understanding of industry players in Indonesia regarding consumer behavior of virtual event, virtual event has not yet appropriately applied. This study aims to examining consumer behavioral intention on virtual event using entertainment, enjoyment, and aesthetic variables combined with Theory of Planned Behavior. This study used 522 data from respondents who have participated in virtual event. The data were processed using Partial Least Square-Structural Equation Modeling (PLS-SEM) and qualitative analysis. The results shows that that entertainment, enjoyment, and aesthetic have significant influence on behavioral intention. Meanwhile, enjoyment is the factor that has the most influence on consumer behavioral intention on virtual event. Based on the results of this study, the event industry can develop innovative virtual event by implementing the tested variables.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Dr. Lusianus Kusdibyo, MBA.
Co-Supervisor: Wahyu Rafdinal, S.E., M.M., Editor: Erlin Arvelina
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File : DIRECTORY - 175264018.pdf
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File : CHAPTER 1 - 175264018.pdf
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File : CHAPTER 2 - 175264018.pdf
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File : CHAPTER 5 - 175264018.pdf
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