Pengaruh Promosi, Hubungan Parasosial, dan Persepsi Kewajaran Harga terhadap Minat Beli Tiket Konser J-Fest di Surabaya

Penelitian ini bertujuan menganalisis pengaruh promosi, hubungan parasosial, dan persepsi kewajaran harga terhadap minat beli tiket konser musik J-FEST di Jatim Expo Surabaya. Pendekatan penelitian menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner. Responden penelitian berjumlah 200 orang yang merupakan audiens atau peminat konser J-FEST di Surabaya. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS, disertai uji asumsi klasik serta pengujian hipotesis secara parsial (uji t) dan simultan (uji F). Hasil uji t menunjukkan bahwa promosi, hubungan parasosial, dan persepsi kewajaran harga berpengaruh positif dan signifikan terhadap minat beli, baik itu uji parsial maupun uji simultan. Temuan ini menegaskan pentingnya promosi, hubungan parasosial serta persepsi kewajaran harga untuk meningkatkan minat beli tiket konser.

==================================================================================================

This study aims to analyze the influence of promotion, parasocial relationships, and perception of price fairness on purchase intention for the J-FEST music concert at the Jatim Expo Surabaya. The research approach used a quantitative method with primary data collected through a questionnaire. The study involved 200 respondents, audience members or interested parties at the J-FEST concert in Surabaya. The data were analyzed using multiple linear regression with SPSS, accompanied by classical assumption tests and partial (t-test) and simultaneous (F- test) hypothesis testing. The t-test results indicated that promotion, parasocial relationships, and perception of price fairness had a positive and significant effect on purchase intention, both in the partial and simultaneous tests. These findings emphasized the importance of promotion, parasocial relationships, and perceived price fairness in increasing interest in purchasing concert tickets.