Perspektif Pengalaman Konsumen Terhadap Kesuksesan Event Lari Borobudur Marathon 2019

Amelia Larassary

doi:10.33222/juara.v5i2.889

Amelia Larassary Universitas Pendidikan Indonesia https://orcid.org/0000-0002-8141-6782

DOI: https://doi.org/10.33222/juara.v5i2.889

Abstract

Meningkatnya animo masyarakat dalam berpartisipasi event lari di Indonesia menunjukan nilai positif dalam bidang manajemen pemasaran olahraga. Tetapi peningkatan partisipan tersebut tidak dibarengi dengan kualitas event yang baik. Tujuan penelitian ini adalah mengonfirmasikan faktor–faktor yang mempengaruhi kesuksesan event Borobudur Marathon 2019. Penelitian kuantitatif analisis faktor konfirmatori melibatkan 60 responden berdasarkan teknik probability sampling, pengambilan data dengan menyebarkan kuesioner online. Variabel yang diteliti ialah pengalaman konsumen, kepuasan konsumen dan interaksi sosial. Untuk menguji validitas angket dan realibitas indikator angket digunakan SPSS 24 dan SPSS Amos untuk melihat model fit (Chi-square= 106,198, x2=0,27, GFI= 0,793, CMIN/DF= 2,82, CFI= 0,862, TLI= 0,821) berdasarkan Structural Equation Model (SEM). Hasil penelitian menunjukkan faktor pengalaman konsumen sebesar 70,957% yang dominan mempengaruhi kesusesan event Borobudur Marathon 2019. Faktor kepuasan konsumen memiliki pengaruh sebesar 17,93% dan interaksi sosial memliliki pengaruh sebesar 11,1%. Kesimpulan semua variabel saling berhubungan dan faktor pengalaman konsumen paling dominan dalam mempengaruhi kesuksesan event Borobudur Marathon 2019. Disarakan agar setiap event membuat strategi yang menjual nilai yang khas dari event tersebut, sehingga berdampak positif terhadap kesuksesan event tersebut dan perbaikan manajerial sport event organize dalam mempromosikan potensi olahraga pariwisata.

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