This study aims to analyze the influence of event marketing strategies on the intention to purchase concert tickets, emphasizing the role of engagement as a psychological mediator between the audience and the event brand. Event marketing is a form of experiential and interactive marketing communication designed to create meaningful and immersive experiences for participants. In the context of music concerts, this strategy not only delivers promotional messages but also builds strong emotional bonds with the audience through appealing content, direct interaction, and an enjoyable atmosphere. This research employs a quantitative approach using a survey method targeting prospective concert attendees who were the focus of the event marketing campaign. The independent variable is event marketing, measured through four dimensions: experience, interactivity, emotional engagement, and brand-event congruence. The dependent variable is the intention to purchase concert tickets. The conceptual model is developed based on the literature by Setiawan et al. (2022), Schmitt (1999), and Zarantonello and Schmitt (2013), which emphasize the importance of audience engagement in shaping purchasing intentions and behaviors. The findings are expected to show that the higher the level of participant experience and engagement in event marketing activities, the higher their intention to purchase concert tickets. This research provides strategic implications for concert organizers and marketers in designing events that create memorable experiences and drive purchase decisions.
Grahadi Purna Putra (Tue,) studied this question.