PENGARUH EVENT MARKETING DAN ATMOSFER PUSAT PERBELANJAAN TERHADAP MINAT BERKUJUNG KONSUMEN KE JAMBI BUSINESS CENTER
DOI:
https://doi.org/10.62281/ks114531Keywords:
Atmosfer Pusat Perbelanjaan, Event Marketing, Minat Berkunjung KonsumenAbstract
Event marketing dan atmosfer pusat perbelanjaan merupakan bagian penting dalam membentuk pengalaman serta minat berkunjung konsumen. Event marketing melalui kegiatan promosi, pameran, dan aktivitas berpotensi menciptakan keterlibatan langsung dan pengalaman yang bernilai bagi pengunjung, sementara atmosfer pusat perbelanjaan berperan dalam membangun kenyamanan dan persepsi terhadap kualitas fisik lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh event marketing dan atmosfer pusat perbelanjaan terhadap minat berkunjung konsumen ke Jambi Business Center. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 96 responden, serta dianalisis menggunakan metode regresi linear berganda menggunakan Statistical Package for the Social Sciences (SPSS) Statistics 31. Hasil penelitian menujukkan bahwa secara parsial event marketing berpengaruh positif dan signifikan terhadap minat berkunjung konsumen, sedangkan atmosfer pusat perbelanjaan tidak menujukkan pengaruh signifikan meskipun memiliki arah hubungan positif. Namun, secara simultan event marketing dan atmosfer pusat perbelanjaan berpengaruh signifikan terhadap minat berkunjung konsumen dengan nilai koefisien determinasi (R2) sebesar 0,632 yang menujukan bahwa 63,20% secara bersama-sama minat berkunjung konsumen dapat dipengaruhi oleh event marketing dan atmosfer pusat perbelanjaan. Temuan ini menjelaskan bahwa penyelenggaraan event berperan sebagai faktor dorongan utama dan atmosfer pusat perbelanjaan sebagai faktor pendukung dalam meningkatkan minat berkunjung konsumen ke Jambi Business Center.
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