Indonesia Conference Directory

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.