Abstract:
Purpose – The purpose of this study is to identify and explore key determinants
of Art Museum visitor loyalty in Jakarta. The independent variable
are hedonic value, utilitarian value and social influences.
Design – This study is a quantitative study that is using Multiple Regression.
The questionnaire consists of screening questions, demographic
questions, and questions related to the variables. The questionnaire
was distributed through online. Finally, the analysis was performed
on 217 valid responses.
Findings - This study shows that social influences is not significantly
influenced Art museum visitor loyalty. Hedonic value and utilitarian
value are significantly influenced Art museum visitor loyalty.
Value - Originality of this research is to know the key factors that influenced
Art Museum visitor loyalty
