PENGARUH MANAJEMEN ACARA MUSIK BERKELANJUTAN TERHADAP PENGALAMAN BERKESAN DAN NIAT KUNJUNGAN KEMBALI PENGUNJUNG

This study aims to analyze the effect of sustainable music event management on visitors' memorable experiences and their intention to attend future concerts. The research model focuses on four key elements of sustainable concerts, namely Perception of Inclusivity, Perception of Public Accessibility, Perception of Renewable Energy, and Perception of Waste Management. The approach used in this study is a quantitative method with survey techniques, where data will be collected through questionnaires and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM).
The results indicate that only inclusivity and public accessibility have a direct and positive influence on visitors' intention to return, while renewable energy has a negative impact, and waste management has no direct influence. Conversely, memorable experiences are formed from renewable energy and waste management, but not from the other two elements. Memorable experiences also act as a mediator, particularly in the relationship between renewable energy and the intention to return, although it is not strong enough to change the direction of the influence. These findings suggest that sustainability can increase visitor loyalty, but each element has a different impact and needs to be tailored to visitor expectations.
Keywords: Sustainable Event Management, Memorable Experience, Intent to Return, Music Concert,