Does an Independent Event Impact the Event Organizer’s Brand Image in Organizing a Music Festival?
Case Study EO Soundtrack Indonesia, Palembang
- DOI
- 10.2991/aebmr.k.211223.002How to use a DOI?
- Keywords
- brand image; event organizer; music festivals
- Abstract
Organizing events is one of the sub-sectors in the Indonesian tourism industry, wherein every event organization, efforts to improve the image of an event organizer are a good opportunity that cannot be missed. Even in organizing music festivals, building the brand image of event organizers through independent events is a strategy that has often been used. This study aims to identify whether the implementation of the Upline Fest event has an impact on the brand image of the Soundtrack Indonesia event organizer. This research is quantitative research with a survey method on 206 research samples, obtained by purposive sampling method, and test analysis using multiple linear regression. The organization of the event is reviewed based on five variables characteristic of the event, with the results of the study showing that four variables including uniqueness, perishability, intangibility, and personal interaction have a positive influence on brand image partially, while in total 62.3 percent of brand image is influenced by all research variables on correlation value of 0.789 with a strong correlation category.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Pelliyezer Karo Karo AU - Nadia Chairunnisa PY - 2021 DA - 2021/12/24 TI - Does an Independent Event Impact the Event Organizer’s Brand Image in Organizing a Music Festival? BT - Proceedings of the Palembang Tourism Forum 2021 (PTF 2021) PB - Atlantis Press SP - 9 EP - 15 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.211223.002 DO - 10.2991/aebmr.k.211223.002 ID - Karo2021 ER -