AN ANALYSIS OF ATTENDEE’S PUSH AND PULL MOTIVATION TO VISIT FASHION, FOOD AND CRAFT EVENT/EXHIBITION IN JAKARTA

Abstract

Fashion, food and craft event/exhibition are becoming the trend and has been developed nowadays. There are many events/exhibitions that succeeded to attract attendee to visit, but there are also some events/exhibitions not succeed because its lack of attendees, such as Smesco Festival 2015, Jakarta Fair Senayan 2015 and so on (Suhendra, 2015; Hairani, 2015). As motivation is one of the factors that drives attendee to visit the event/exhibition, this research is intended to investigate attendee’s motivation. The purpose of this research is to understand what attendee’s motives to visit fashion, food and craft event/exhibition and determine which the most dominant motive from both push and pull motivation. This population of the research is people who have been attended fashion, food and craft event/exhibition. This research was conducted in Jakarta. By using purposive sampling technique, researcher got a total of 250 respondents who already visited the fashion, food and craft event/exhibition in Jakarta that used as the sample in this research. Factor analysis was used to analyze 9 motives representing both push and pull motivation and determine the dominant motive from both motivations. This research showed attendees agree that Push Motivation Factor, which are Socialization, Prestige, Entertainment, Relaxation and Escapism are and Pull Motivation Factor, which are Novelty, Self-development, Natural Resources and Easy Access & Affordability, as their motives to visit fashion, food and craft event/exhibition. At the end, “Relaxation” and “Novelty” are the most dominant motive for attendees to visit fashion, food and craft event/exhibition and it is suggested from the researcher to the event organizers to create the new concept that may give a different experience that attendees cannot get in another fashion, food and craft event/exhibition.