Effect of Price, Location, and Service Quality on K-Pop Concert Ticket Purchase Decisions in Jabodetabek

The Covid-19 pandemic that has begun to subside and permits granted by the government have encouraged Event Organizer (EO) business people to hold K-Pop concerts again. This research aims to identify the characteristics of K-Pop concert ticket buyers in Jabodetabek and analyze the effect of price, location, and service quality on the decision to purchase K-Pop concert tickets in Jabodetabek. The sampling technique in this research was conducted using the non-probability sampling method with the voluntary sampling technique. The total respondents in this research were 177 respondents who had watched K-Pop concerts and were domiciled in Jabodetabek. The data analysis method used was descriptive analysis and Structural Equation Modeling-Partial Least Square (SEM PLS) analysis. The results of this research indicate that price has a positive and significant effect on the decision to purchase K-Pop concert tickets, while location and service quality do not have a significant effect on the decision to purchase K-Pop concert tickets in Jabodetabek.