Pengaruh Kualitas Layanan dan Persepsi Nilai terhadap Kepercayaan Penonton Pasca-Event Konser K-Pop (Studi Kasus: Day6 3rd World Tour In Jakarta 2025)
https://doi.org/10.70451/cakrawala.v3i3.838
Keywords:
Kualitas Layanan, Persepsi Nilai, Kepercayaan Penonton, Konser K-Pop, DAY6Abstract
Penelitian ini bertujuan untuk mengetahui gambaran Kualitas Layanan, Persepsi Nilai, dan Kepercayaan Penonton serta menganalisis pengaruh Kualitas Layanan dan Persepsi Nilai terhadap Kepercayaan Penonton pada Konser DAY6 3rd World Tour in Jakarta 2025. Penelitian menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel berjumlah 250 responden yang dipilih menggunakan teknik non-probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda. Hasil analisis deskriptif menunjukkan bahwa Kualitas Layanan memperoleh skor 43,58% dengan kategori rendah, Persepsi Nilai sebesar 45% dengan kategori rendah, dan Kepercayaan Penonton sebesar 34,01% dengan kategori sangat rendah. Hasil analisis verifikatif menunjukkan bahwa Kualitas Layanan dan Persepsi Nilai berpengaruh positif dan signifikan terhadap Kepercayaan Penonton, baik secara parsial maupun simultan. Nilai Adjusted R Square sebesar 0,343 menunjukkan bahwa kedua variabel tersebut mampu menjelaskan Kepercayaan Penonton sebesar 34,3%, sedangkan 65,7% dijelaskan oleh faktor lain di luar penelitian. Penelitian menyimpulkan bahwa peningkatan kualitas layanan dan persepsi nilai berperan penting dalam membentuk kepercayaan penonton terhadap promotor setelah penyelenggaraan konser internasional.
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