Analysis of Consumer Decision Factors in Venue Selection in Palembang
DOI:
https://doi.org/10.55606/ijemr.v5i2.826Keywords:
Consumer Decision, Factor Analysis, Jakabaring Sport City, Venue Management, Venue SelectionAbstract
This study aims to identify the factors influencing venue selection decisions by event organizers at Jakabaring Sport City, Palembang. The venue plays a crucial role in event organization, especially as sports facilities are increasingly transformed into multifunctional spaces for non-sport events. This research employed a quantitative approach using Confirmatory Factor Analysis (CFA) and involved 53 respondents from event organizers who had previously conducted events at the venue. Data were collected through structured questionnaires and analyzed to determine key influencing factors. The findings reveal four dominant factors affecting venue selection decisions: compliance, configuration, constraints, and cachet. Among these, configuration is identified as the most influential factor, followed by compliance, cachet, and constraints. These results highlight the importance of facility layout, flexibility, and suitability in supporting event needs. The study provides practical insights for venue managers to improve service quality and competitiveness, as well as recommendations for future research to further explore factors influencing venue selection decisions.
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