Analisis Pengaruh Pelayanan Tim Acara terhadap Kepuasan Penonton Konser Musik di Provinsi Lampung
Kata Kunci:
Pelayanan Tim Acara, Kepuasan Penonton, Konser Musik, PLS-SEM, SERVQUAL, LampungAbstrak
Penelitian ini menganalisis pengaruh pelayanan tim acara terhadap kepuasan penonton konser musik di Provinsi Lampung. Pelayanan dalam konteks konser tidak sekadar fungsi operasional, melainkan elemen kunci yang membentuk pengalaman emosional, persepsi kualitas, dan niat perilaku penonton. Dengan pendekatan kuantitatif dan analisis Partial Least Squares–Structural Equation Modeling (PLS-SEM), data diperoleh dari 150 penonton yang pernah menghadiri konser musik di Lampung dalam dua tahun terakhir melalui kuesioner skala Likert 1–5. Karena populasi tidak diketahui, teknik purposive sampling diterapkan berdasarkan kriteria pengalaman menghadiri konser. Evaluasi outer model menunjukkan validitas konvergen yang baik (AVE > 0,50) dan reliabilitas tinggi (CR > 0,80; α > 0,70). Uji inner model menegaskan bahwa pelayanan tim acara berpengaruh positif dan signifikan terhadap kepuasan penonton (β = 0,62; T = 9,84; p < 0,001) dengan R² = 0,38, f² = 0,61 (efek sedang-besar), dan Q² = 0,24 (relevansi prediktif). Temuan selaras dengan Expectancy–Disconfirmation Theory dan SERVQUAL (tangibles, reliability, responsiveness, assurance, empathy) yang menempatkan kualitas layanan sebagai determinan utama kepuasan. Secara praktis, hasil ini menekankan urgensi peningkatan keandalan operasional, kecepatan respons, dan jaminan keamanan serta keterlibatan empatik tim acara untuk memperkuat pengalaman dan loyalitas penonton. Implikasi teoritis meliputi perluasan penerapan SERVQUAL pada konteks acara musik di Indonesia, sedangkan implikasi kebijakan menyoroti peran pemerintah daerah dan promotor dalam standarisasi SOP layanan dan keselamatan acara.
Unduhan
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