Punchline Yang Dibayar: Determinan Keputusan Pembelian Dengan Moderasi Persepsi Harga Pada Special Show Stand-Up Comedy Di Kota Makassar

Achmad Ridha; Lidya Anastasya; Samsu Alam S; Wiwin Riski Windarsari

doi:10.31004/riggs.v4i3.2741

Authors

Achmad Ridha Universitas Negeri Makassar
Lidya Anastasya Sekolah Tinggi Ilmu Ekonomi Nusantara Makassar
Samsu Alam S Sekolah Tinggi Ilmu Ekonomi Nusantara Makassar
Wiwin Riski Windarsari Universitas Negeri Makassar

DOI:

https://doi.org/10.31004/riggs.v4i3.2741

Keywords:

Keputusan Pembelian, Persepsi Harga, Pengalaman Penonton, Keterikatan Emosional

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh audience experience dan emotional attachment terhadap purchase decision pada pertunjukan special show stand-up comedy di Kota Makassar, dengan price perception sebagai variabel moderasi. Metode yang digunakan adalah pendekatan kuantitatif dengan analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa pengalaman penonton dan keterikatan emosional berpengaruh positif signifikan terhadap keputusan pembelian tiket. Pengalaman yang menyenangkan selama pertunjukan, bersama dengan keterikatan emosional yang kuat terhadap komika, mendorong niat pembelian ulang dan rekomendasi kepada orang lain. Persepsi harga terbukti memoderasi hubungan antara pengalaman penonton dan keputusan pembelian, namun tidak mempengaruhi hubungan antara keterikatan emosional dan keputusan pembelian. Model penelitian mampu menjelaskan 62,4% variasi keputusan pembelian tiket. Penelitian ini mengonfirmasi pentingnya pengalaman emosional dalam meningkatkan loyalitas dan niat pembelian di sektor hiburan. Implikasi praktis dari penelitian ini adalah bahwa promotor dan komika perlu mengutamakan pengalaman otentik dan membangun keterikatan emosional dengan audiens untuk meningkatkan keputusan pembelian. Saran untuk penelitian selanjutnya mencakup penggunaan pendekatan longitudinal dan perluasan variabel serta lokasi studi.

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