PERILAKU PEMBELIAN TIKET KONSER BRUNO MARS: KETERKAITAN HUMAN BRAND TERHADAP WILLINGNESS TO PAY PREMIUM PRICE MELALUI BRAND LOYALTY

The Bruno Mars concert at Jakarta International Stadium in 2024 demonstrated a high level of audience enthusiasm despite the premium ticket prices. This study employs brand loyalty as a mediating variable to examine how the human brand influences willingness to pay a premium price. The research method applied is quantitative, involving 85 respondents who purchased VIP tickets and attended the event in person. The analytical model used in this study is Partial Least Square-Structural Equation Modeling (PLS-SEM). Based on the results, the human brand has a significant effect on brand loyalty (p < 0.05) as well as on willingness to pay a premium price (p < 0.05). Furthermore, brand loyalty functions as a mediator in the interaction between the human brand and willingness to pay a premium price and has a substantial impact on willingness to pay a premium price. These findings suggest that a favorable public persona, such as that of Bruno Mars, can foster emotional loyalty among customers, which in turn motivates them to spend more money for an exceptional concert experience.