Sholichah, Isdayantri Mar'atus (2024) Pengaruh Relationship Marketing dan Kualitas Layanan Dyandra Global Edutainment Terhadap Kepuasan Penonton Pada Acara Konser Musik Nct Dream di Jakarta. (The Influence of Dyandra Global Edutainment's Relationship Marketing and Service Quality on Audience Satisfaction at the Nct Dream Music Concert in Jakarta). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to analyze the influence of Relationship Marketing and sevice quality on audience satisfaction at the NCT Dream music concert organized by Dyandra Global Edutainment in Jakarta. Music concerts are one of the most popular forms of entertainment, especially among K-Pop fans. Audience satisfaction is a crucial factor that determines the success of a concert event. Relationship marketing includes strategies and efforts made to build and mantain good relationships with the audience, while service quality includes aspects such as comfort, safety, and the overall experience received by the audience during the event. The research method used was quantitative by collecting daya through e-quesionnaires which were distributed to NCT Dream concert audiences. The data obtained was analyzed using multiple linear regression to determine how much influence each variable has on audience satisfaction. The result showed that both relationship marketing and service quality variable have a significant influence on audience satisfaction. Effective communication and good interaction between the event organizers and the audience can enhance loyalty and satisfaction. Adequate facilities, fast and friendly service, as well as a comfortable and safe atmosphere during the concert significantly contribute to audience satisfaction. The relevance of these finding is the importance of concert organizers continuing to improve relationship marketing strategies and service quality to ensure higher audinece satisfaction, which in turn can increase loyalty and attendance at future event.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Relationship Marketing, Service Quality, and Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000129 Isdayantri Mar'atus Sholichah |
| Date Deposited: | 15 Oct 2024 07:12 |
| Last Modified: | 15 Oct 2024 07:12 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33046 |
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