BEHAVIORAL INTENTION ON ATTENDING MUSIC FESTIVAL AMONG GENERATION Y IN INDONESIA

Abstract

Purpose The purpose of this research paper is to find out the Generation Y behavioral intention in music festival influenced by aspects of experiences through vivid memories. Design/Methodology/Approach In order to conduct this study, quantitative research was chosen. A questionnaire of 18 statements was distributed to 314 respondents who have experience attend music festival in Indonesia and in age range between 16-36 years. The questionnaire was validated through construct validity and reliability with the result all questions were valid and reliable. KMO ranging from .649 to .754, communalities is in range between .508 and .702, total variance ranging from 54.8% to 62.2%, and rotate component matrix ranging from .652 to .827. The Cronbach’s Alpha ranging from .695 to .764. The conceptual framework and hypotheses are passed Structural Equation Model (SEM) analysis using AMOS. Findings The finding from this research is that escapism and esthetics from experience economy dimension (education, entertainment, escapism, and esthetics) positively and significantly influence Generation Y’s behavioral intention in music festival environment. The output also presented that all four experience economy are positively influences vivid memory, and vivid memory has positive and significant influence on behavioral intention. Originality/Value This research is the first study that discuss the relation between Generation Y and music festival in term of economy experience dimension of experiential products, attendees’ vivid memory, and behavioral intention in Indonesia. This research also provides guidance in the effective design of music festival activities and attractions.