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PENGARUH CO-CREATION EXPERIENCE DAN EVENT SERVICE QUALITY TERHADAP SATISFACTION SERTA DAMPAKNYA PADA REVISIT INTENTION : Survei Pada Peserta Colour Fun Run 5k di Running Event JTP Colour FunFest 2024 Kota Batu

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RINGKASAN

Nesya Nandini Maulida Widitya, Program Magister, Fakultas Ilmu
Administrasi Universitas Brawijaya, Malang. Pengaruh Co-Creation Experience
dan Event Service Quality terhadap Satisfaction serta Dampaknya pada Revisit
Intention (Survei pada Peserta Colour Fun Run 5K di Running Event JTP Colour
FunFest 2024 Kota Batu). Komisi Pembimbing: Ketua, Yusri Abdillah, S.Sos, M.Si,
Ph.D.; Anggota, Edriana Pangestuti, SE, M.Si, DBA.

Kota Batu merupakan salah satu destinasi pariwisata unggulan di Provinsi
Jawa Timur yang secara konsisten menyelenggarakan berbagai event pariwisata
guna menarik minat wisatawan. Salah satu event yang mendapat perhatian besar
adalah JTP Colour FunFest 2024, khususnya kegiatan Colour Fun Run 5K yang
dikemas dalam konsep sport tourism. Event ini tidak hanya menawarkan
pengalaman berlari, tetapi juga menyajikan atraksi warna, hiburan, dan interaksi
sosial yang berpotensi menciptakan pengalaman bersama yang bermakna (co
creation experience) dan kualitas layanan acara (event service quality) yang
berdampak pada kepuasan peserta dan niat untuk berpartisipasi kembali (revisit
intention).

Penelitian ini bertujuan untuk menganalisis: (1) pengaruh co-creation
experience terhadap satisfaction; (2) pengaruh event service quality terhadap
satisfaction; (3) pengaruh co-creation experience terhadap revisit intention; (4)
pengaruh event service quality terhadap revisit intention; dan (5) pengaruh
satisfaction terhadap revisit intention. Penelitian ini menggunakan pendekatan
kuantitatif dengan metode Partial Least Squares Structural Equation Modeling
(PLS-SEM) melalui perangkat lunak SmartPLS 4.0. Data dikumpulkan melalui
kuesioner daring yang disebarkan kepada peserta Colour Fun Run 5K JTP Colour
FunFest 2024.

Hasil penelitian menunjukkan bahwa: (1) Co-creation experience
berpengaruh positif dan signifikan terhadap satisfaction; (2) Event service quality
berpengaruh positif dan signifikan terhadap satisfaction; (3) Co-creation
experience berpengaruh positif dan signifikan terhadap revisit intention; (4) Event
service quality berpengaruh positif dan signifikan terhadap revisit intention; dan (5)
Satisfaction memiliki pengaruh positif dan signifikan terhadap revisit intention.
Selain itu, satisfaction juga berperan sebagai variabel mediasi antara kedua
variabel independen dengan revisit intention.

Penelitian ini memberikan kontribusi teoretis dalam pengembangan
literatur sport tourism dan service-dominant logic, serta memberikan implikasi
praktis bagi penyelenggara event olahraga untuk meningkatkan kualitas
pengalaman partisipatif guna membentuk loyalitas peserta.

Kata Kunci: Co-Creation Experience, Event Service Quality, Satisfaction, Revisit
Intention, Sport Tourism

SUMMARY

Nesya Nandini Maulida Widitya, Master’s Program, Faculty of
Administrative Sciences, Universitas Brawijaya, Malang. The Influence of Co
Creation Experience and Event Service Quality on Satisfaction and Its Impact on
Revisit Intention (A Survey of Participants in the Colour Fun Run 5K at the JTP
Colour FunFest 2024 in Batu City). Supervisory Committee: Chair, Yusri Abdillah,
S.Sos, M.Si, Ph.D.; Member, Edriana Pangestuti, SE, M.Si, DBA.
Batu City is one of the leading tourist destinations in East Java Province,
consistently organizing various tourism events to attract visitor interest. One of the
most notable events is the JTP Colour FunFest 2024, particularly the Colour Fun
Run 5K, which is presented under the sport tourism concept. This event not only
offers a running experience but also combines color attractions, entertainment, and
social interaction that potentially foster meaningful co-creation experiences and
high-quality event services, ultimately influencing participants’ satisfaction and their
intention to revisit.

This study aims to analyze: (1) the influence of co-creation experience on
satisfaction; (2) the influence of event service quality on satisfaction; (3) the
influence of co-creation experience on revisit intention; (4) the influence of event
service quality on revisit intention; and (5) the influence of satisfaction on revisit
intention. The research employs a quantitative approach using the Partial Least
Squares Structural Equation Modeling (PLS-SEM) method, with data processed
through SmartPLS 4.0 software. Data were collected via an online questionnaire
distributed to participants of the Colour Fun Run 5K at the JTP Colour FunFest
2024.
The results reveal that: (1) Co-creation experience has a positive and
significant effect on satisfaction; (2) Event service quality has a positive and
significant effect on satisfaction; (3) Co-creation experience has a positive and
significant effect on revisit intention; (4) Event service quality has a positive and
significant effect on revisit intention; and (5) Satisfaction has a positive and
significant effect on revisit intention. Furthermore, satisfaction also serves as a
mediating variable between the two independent variables and revisit intention.
This study contributes theoretically to the development of sport tourism and
service-dominant logic literature, and offers practical implications for event
organizers to enhance participatory experience quality as a strategy to build
participant loyalty.

Keywords: Co-Creation Experience, Event Service Quality, Satisfaction, Revisit
Intention, Sport Tourism

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

TES 658,83 WID p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xix, 260 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658,83

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Satisfaction
Tesis / Thesis
Revisit Intention
Co-Creation Experience
Event Service Quality
Sport Tourism

Info Detail Spesifik

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Pernyataan Tanggungjawab

Nesya Nandini Maulida Widitya

Versi lain/terkait

Lampiran Berkas

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