Pemasaran Digital dan Harga Tiket : Pengaruhnya terhadap Keputusan Berkunjung Konser Sounds of Downtown Surabaya dengan Customer Review sebagai pemoderasi.

Madist Yura Aritonang; Diana Juni Mulyati; Agung Pujianto

doi:10.61132/aeppg.v2i2.1121

Authors

Madist Yura Aritonang Universitas 17 Agustus 1945 Surabaya
Diana Juni Mulyati Universitas 17 Agustus 1945 Surabaya
Agung Pujianto Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.61132/aeppg.v2i2.1121

Keywords:

Customer Reviews, Digital Marketing, Music Festivals, Ticket Prices, Visit Decisions

Abstract

The purpose of this study is to determine the influence of Digital Marketing and Ticket Prices on Visit Decisions with the Customer Review moderation variable at the Sounds of Downtown Surabaya Concert. This study uses a quantitative method with a strategy using a survey, which has a total of 100 respondents with the result of distributing an e-questionnaire using a non-probability sampling technique with incidental sampling as the method. The analysis was carried out using statistical methods used to test the direct influence and moderation between the variables. This study shows that Digital Marketing has a significant effect on Visit Decisions with a significance value of 0.000. Likewise, the Ticket Price has an effect with a significance value of 0.034. The Customer Review variable was unable to moderate the influence of Digital Marketing and Ticket Prices on Visit Decisions with significance values of 0.097 and 0.667, respectively. With this research, it can be emphasized that Digital Marketing and Ticket Prices are able to drive Visit Decisions compared to Customer Reviews. Therefore, it is highly recommended for entrepreneurs who are already running a business in the entertainment/event industri or who are just starting out to encourage the optimization of Digital Marketing and periodically review the effectiveness of Ticket Prices and pay attention to the use of Customer Reviews in practice to motivate potential consumers or potential consumers.

Downloads

Download data is not yet available.

References

Ayu, J. P. (2021). Pengaruh Pemasaran Digital dan Citra Destinasi Terhadap Keputusan Berkunjung Pada Wisata Bahari di Kepulauan Seribu. Jurnal Ilmiah Pariwisata; Vol 26 No 3 (2021): Jurnal Ilmiah PariwisataDO - 10.30647/Jip.V26i3.1478 .

Basuki, S. A. R., Sampurno, D. H. A., Andrean, K., & Setyaningrum, R. P. (2023). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Properti Dan Brand Image Sebagai Mediasi Serta WOM Sebagai Moderasi Di Perumahan Grand Wisata. Jurnal Ekonomi Syariah Pelita Bangsa, 8(02), 204–212.

Fandy, T. (2008). Strategi pemasaran. Yogyakarta: Andi.

Farrah Puspita Fauzy, & Ulfi Maranisya. (2024). Pengaruh Harga Tiket Dan Motivasi Dalam Keputusan Berkunjung Di Event Raisa Live In Concert. Journal of Student Research, 2(2), 174–177.

Kahneman, D., & Thaler, R. H. (2006). Anomalies: Utility maximization and experienced utility. Journal of Economic Perspectives, 20(1), 221–234.

Kotler, P., & Keller, K. L. (2016). Marketing Management By Philip Kotler. Pearson Education Limited.

Lestari, A. S., Pujianto, A., & Nasution, U. C. M. (2025). Pengaruh Pemasaran Digital Dan Lifestyle Terhadap Keputusan Pembelian Produk Fashion Di Marketplace Tokopedia Pada Generasi Milenial. 11(1), 1–9.

Mudambi, S. M., & Schuff, D. (2010). Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.

Nurbaeti, Rahmanita, Ratnaningtyas, & Amrullah (2021). Pengaruh Daya Tarik Wisata, Aksesibilitas, Harga dan Fasilitas Terhadap Keputusan Berkunjung Wisatawan di Objek Wisata Danau Cipondoh, Kota Tangerang. Jurnal Ilmu Ekonomi dan Bisnis, 9(2), 115-125.

Priambodo, A. R. (2024). Pengaruh Motivasi dan Atraksi Wisata Minat Khusus terhadap Keputusan Berkunjung di Event Jejepangan. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 7(12), 13689–13694.

Raihardi, M. H., & Parlindungan, A. (2024). Pengaruh harga dan promosi terhadap keputusan pembelian tiket dalam sebuah event (studi kasus pada event konser pemain rasa). Jurnal Ekonomi Revolusioner, 7(6).

Sanjaya, R., & Tarigan, J. (2009). Creative Digital Marketing Teknologi Berbiaya Murah. Inovatif, Dan Berdaya Hasil Gemilang,(Jakarta: Elsa Media Koputindo, 2009).

Sugiyono. (1967). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. In Alvabeta. CV.

Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 51–56.

Varian, H. R. (1989). Price discrimination. Handbook of Industrial Organization, 1, 597–654.