Kepuasan Penonton dan Faktor-Faktor yang Mempengaruhinya dalam Acara Olahraga Skala Menengah: Studi Kasus Turnamen Basket DBL Jogja
Spectator Satisfaction and Its Determinants in Medium-Scale Sports Events: A Case of DBL Jogja Basketball Tournament
Abstract
Penelitian ini bertujuan untuk menganalisis tingkat kepuasan penonton (spectator satisfaction) serta faktor-faktor penentunya pada acara olahraga berskala menengah, dengan studi kasus DBL Jogja Basketball Tournament. Kepuasan penonton dipandang sebagai indikator penting keberhasilan dan keberlanjutan sebuah sport event. Penelitian ini menggunakan pendekatan kuantitatif melalui survei kuesioner daring terhadap minimal 65 responden yang pernah menghadiri DBL Jogja. Variabel independen yang diteliti meliputi event quality, atmosphere and crowd experience, dan service quality, sedangkan variabel dependen adalah spectator satisfaction. Data dianalisis menggunakan regresi berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh signifikan terhadap kepuasan penonton dengan nilai koefisien determinasi sebesar 64,3 persen. Di antara ketiganya, atmosphere and crowd experience menjadi faktor paling dominan. Temuan ini menegaskan pentingnya pengalaman emosional, kualitas penyelenggaraan, dan pelayanan dalam menciptakan kepuasan penonton serta meningkatkan loyalitas pada event olahraga berskala menengah.
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