The Influence of Experiential Marketing, Event Quality, and Social Media Engagement on the Loyalty of Prambanan Jazz Festival Visitors Through Satisfaction as a Mediation Variable

Abstract

The rapid growth of music festivals in Indonesia has transformed live events into experience-based industries where visitor loyalty becomes essential for long-term sustainability. Prambanan Jazz Festival, as a cultural music festival held at the Prambanan Temple complex, faces the challenge of maintaining visitor loyalty beyond temporary attraction from performers and social media trends. Experiential marketing, event quality, and social media engagement are considered important factors that shape visitor satisfaction and loyalty. This study aims to examine the effects of experiential marketing, event quality, and social media engagement on visitor loyalty at Prambanan Jazz Festival, with visitor satisfaction as a mediating variable. This research employed a quantitative approach with an explanatory design. Data were collected through online questionnaires from 180 visitors who had attended Prambanan Jazz Festival at least twice during 2024–2025. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that experiential marketing, event quality, and social media engagement significantly and positively affect visitor loyalty and satisfaction. Visitor satisfaction also significantly influences loyalty and partially mediates the relationships between the three independent variables and visitor loyalty. Social media engagement showed the strongest direct effect on loyalty, while event quality had the strongest effect on satisfaction. Visitor loyalty at Prambanan Jazz Festival is shaped by experiential, operational, and digital factors. Strengthening event quality, creating memorable experiences, and enhancing social media interaction are important strategies for sustaining visitor satisfaction and loyalty.