Japanese Cultural Festival Behavioral Intention based on Attendees Co-creation, Perceived Value, and Satisfaction
Meirna Larasati (a*), Dr. Ir. Tengku Ezni Balqiah, M.E (b**)
Master of Management
Faculty of Economics and Business, Universitas Indonesia
Jalan Salemba Raya 4 Jakarta
DKI Jakarta, Indonesia 10430
*meirna.larasati[at]gmail.com
**tebalqiah[at]yahoo.com
Abstract
Events or festival can be used by a brand or an institution to create experiences. This paper examines how attendees- satisfaction and future behavioral intentions affected based on customer-to-customer logic. An analytical framework was developed to analyze embedded relationships within festival attendees co-creation experience and perceived value. The paper analyzed the behavioral intentions of Japanese cultural festival attendees in Jakarta, employing a survey of 200 Indonesians who had participated in some Japanese cultural festival in the past year. The findings have statistically validated these attributes and explored the impact of each attribute on the perceived value, satisfaction, and behavioral intentions of festivalgoers.
Keywords: Cultural festival; customer-dominant logic; co-creation; perceived value; satisfaction; behavioral intention
Topic: Marketing