Efektivitas Service Quality Promotor Terhadap Consumer Trust Dengan Consumer Satisfaction Sebagai Variabel Intervening
Keywords:
Service Quality, Consumer Satisfaction, Consumer Trust, K-Pop Concert, PLS-SEMAbstract
THE INFLUENCE OF PROMOTERS' SERVICE QUALITY ON CONSUMER TRUST WITH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE (A survey of K-Pop concert attendees in Indonesia in 2025)
Indonesia's concert industry has experienced rapid growth; however, this expansion has not always been accompanied by an improvement in promoters' service responsibilities toward consumers. This study aims to analyze the effect of service quality on consumer trust with consumer satisfaction as an intervening variable among K-Pop concert attendees in Indonesia in 2025. A quantitative research design with a survey approach was employed. Data were collected online through the X platform targeting followers of the @starfess account, using purposive sampling, resulting in 168 respondents. Data analysis was conducted using Partial Least Square – Structural Equation Modeling (PLS-SEM) via SmartPLS. The findings reveal that: (1) service quality has a positive and significant effect on consumer satisfaction, with the tangibles dimension being the most dominant; (2) consumer satisfaction has a positive and significant effect on consumer trust, with benevolence emerging as the highest-loading dimension of consumer trust; and (3) consumer satisfaction fully mediates the relationship between service quality and consumer trust, indicating that service quality alone cannot directly build audience trust and must first generate satisfaction. This study addresses a gap in the literature within the entertainment industry context, while also providing practical implications for K-Pop concert organizers in Indonesia on leveraging service quality as a foundation for building consumer trust.
References
Adeoye, M. A. (2024). Mastering the basics: A guide to research methodology for effective writing and publication. Chalim Journal of Teaching and Learning.
Adisti, A., Tanjung, A. A. H., Else, Satria, M. S., & Elvari, S. (2022). The effect of product quality and service quality on consumer satisfaction and repurchase interest (Study at Starbucks). Indonesian Marketing Journal.
Agustien, S. D., Zahrah, H., Zahra, M. H., Asy Syifa, G. A., & Amalia, R. K. (2025). Dampak pelanggaran etika bisnis terhadap konsumen: Studi kasus promotor Mecimapro dalam penyelenggaraan konser musik internasional di Indonesia. Jurnal Ekonomi dan Manajemen PENG.
Ahmad, A., Abdul Ghani, N., & Hamid, S. (2025). Examining the predictors of consumer trust and social commerce engagement: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research.
Andriani, D. R. (2024). The influence of service quality on consumer satisfaction and purchase intention at the legendary restaurants in Malang. Journal of Agri-Sociopreneur and Rural Development.
Apriani, A. D., Arisman, H. A., & Oktaviani, N. F. (2024). Pengaruh persepsi harga dan kualitas pelayanan terhadap kepuasan konsumen (Survei pada konsumen Toko Bangunan Encep Cibeureum Tasikmalaya). Innovative Business Management Journal.
Arif, M., Saputra, H. E., & Hidayati, N. (2022). The influence of service quality on consumer satisfaction at Muslimah Salon and SPA. International Journal of Islamic Thought and Humanities.
Aswar, N. F. (2025). Perilaku konsumen. Tahta Media Group.
Atikatul Ula, Farid, M. M., Sholikha, S. M., Rochman, A. S., & Setiawan, D. (2022). Pengaruh kualitas pelayanan terhadap kepercayaan konsumen PT. SAP Express Agen Trapang Kec. Banyuates. Jurnal Penelitian Multidisiplin.
Dharman. (2024). Pengaruh kualitas produk, kualitas pelayanan, strategi pemasaran syariah, terhadap kepuasan konsumen dan kepercayaan konsumen pada UMKM Mohawi Konawe Kepulauan. Journal of Management and Creative Business (JMCBUS).
Dika, R. P., Khairi, A., & Wijaya, R. S. (2023). Pengaruh persepsi harga dan kepuasan konsumen terhadap kepercayaan pada sebuah kafe di Kota Padang. Jurnal Ekonomi dan Bisnis Dharma Andalas.
Effendi, M., Mardani, A. D., & Wijayanto, G. (2023). Pengaruh kualitas layanan digital dan kepercayaan konsumen terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai mediasi. Management Studies and Entrepreneurship Journal.
Erpurini, W., Alamsyah, N., & Kencana, R. (2022). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen dan dampaknya pada kepercayaan konsumen Lazada. Ekuitas, Keuangan, Investasi dan Syariah (EKUITAS).
Fatika, R. A. (2024). Demam konser musik menggila di Indonesia. Goodstats. https://data.goodstats.id/statistic/demam-konser-musik-menggila-di-indonesia-bcc4e#goog_rewarded
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer.
Handayani, N. M. D., & Setiawan, G. A. (2024). The influence of service quality and product quality on consumer satisfaction at McDonald's Nangka Denpasar fast food restaurant. The Journal Management, Digital Business, and Entrepreneurship.
Huang, Y., & Kim, D. (2023). How does service quality improve consumer loyalty in sports fitness centers? The moderating role of sport involvement. Sustainability.
Husnaini Tanjung, A. A. (2022). The effect of product quality and service quality on consumer satisfaction and repurchase interest (Study at Starbucks). Indonesian Marketing Journal.
Junaedi, A. T., Wijaya, E., & Manullang, M. (2020). Building consumer satisfaction to improve consumer trust through service quality and consumer experience in JNE Pekanbaru. Journal of Applied Management.
Khan, M. R., Pervin, M. T., Arif, M. Z. U., & Hossain, S. M. K. (2024). The impact of technology service quality on Bangladeshi banking consumers' satisfaction during the pandemic situation: Green development and innovation perspective in banking service. Journal Elsevier.
Kholijah, G., & Z, G. (2023). Analisis structural equation modeling partial least square pada kinerja pegawai PT. Bank Pembangunan Daerah Jambi. Indonesian Journal of Applied Statistics. (Bersama Siti Nurhalizah)
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson.
Masnun, S., Makhdalena, & Syabrus, H. (2024). Pengaruh kualitas produk terhadap kepuasan konsumen. Jurnal Ilmiah Ilmu Pendidikan.
Mulyadi, & Tiorida, E. (2024). Pengaruh kualitas layanan terhadap kepuasan konsumen: Studi pada ritel traditional (Nanostore) di Kabupaten Subang. Jurnal Administrasi Bisnis.
@mydayberserikat. (2025, Mei 5). Rangkuman kronologi mistreatment Mecimapro terhadap konsumen konser DAY6 Forever Young in Jakarta 2025 [Postingan X]. https://x.com/i/status/1919282548192215470
Najiha, S., Hanis, N., Amalina, S., Md Yusof, M. K., Mohd Aznan, E. A., & Zainal Abidin, F. (2025). Service quality factors influencing concertgoers' satisfaction in Malaysia: A SERVQUAL analysis. International Journal of Research and Innovation in Social Science (IJRISS).
Naqiya, A. Z. (2025). The influence of service quality on consumer satisfaction: A study of traditional retail (Nanostore) in Bandar Lampung City. Journal of Business Administration and Strategy.
Nowak, M., & Zajkowski, R. (2025). An integrated structural equation modelling and machine learning framework for measurement scale evaluation—Application to voluntary turnover intentions. AppliedMath.
Nurhadi, & Azis, A. (2018). Pengaruh kualitas pelayanan terhadap kepercayaan dan kesetiaan konsumen. Jurnal Economia.
Nurhalizah, S., Kholijah, G., & Z, G. (2023). Analisis structural equation modeling partial least square pada kinerja pegawai PT. Bank Pembangunan Daerah Jambi. Indonesian Journal of Applied Statistics.
Nursalim, C. P., Tannia, & Robert, A. (n.d.). Service quality and perceived value toward customer satisfaction in e-commerce delivery: The role of trust. International Journal of Applied Business & International Management (IJABIM).
Palaci, F., Salcedo, A., & Topa, G. (2019). Cognitive and affective antecedents of consumers' satisfaction: A systematic review of two research approaches. Sustainability.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Purwiningsih, D. D., Suryaningsih, I. B., & Wardhani, V. (2023). Pengaruh healthcare service quality terhadap kepercayaan (trust) melalui kepuasan pasien pada Puskesmas di Kabupaten Jember. Jurnal Kesehatan Komunitas.
Rahayu, S. (2025). The influence of price and service quality on consumer satisfaction at Seblak Gaul Ciater Barat Resto. International Journal of Business and Applied Economics (IJBAE).
Ramadan, A. M., Siwiyanti, L., Komariah, K., & Saribanon, E. (2023). Manajemen pemasaran. CV. Haura Utama.
Ramadhan, Z. S. (2025). Analisis daya tarik iklan berbasis AI dan interaksi media sosial TikTok terhadap repurchase intention dengan persepsi nilai sebagai variabel intervening [Skripsi].
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, Elsevier.
Riswandi, R. (2019). Pengaruh reputasi penjual dan kualitas pelayanan terhadap kepercayaan konsumen yang berdampak pada keputusan pembelian (Studi pada personal shopper/jasa titip berbasis online shop). Digital Economic, Management & Accounting Knowledge Development.
Sari, M., Rachman, H., Astuti, N. J., Afgani, M. W., Abdullah, R., & Siroj. (n.d.). Explanatory survey dalam metode penelitian deskriptif kuantitatif. Jurnal Pendidikan Sains dan Komputer.
Sawitri, N. N., & Prasada, P. P. B. (2022). The effect of price and service quality on consumer satisfaction by employing marketing relationships as intervening variables. Dinasti International Journal of Management Science.
Setyawati, R. (2023). Pengaruh kualitas pelayanan terhadap tingkat kepuasan konsumen. Journal Ekonomi, Keuangan dan Manajemen.
Subhaktiyasa, P. G. (2024). Menentukan populasi dan sampel: Pendekatan metodologi penelitian kuantitatif dan kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. ALFABETA.
Sugiyono. (2023). Metode kuantitatif, kualitatif, dan R&D. ALFABETA.
Sulistyo Wibowo, A., Qodri, A. F., & Ridha, A. R. (2025). Jenis-jenis skala sikap: Pengukuran opini dan persepsi. Jurnal Ilmiah Pendidikan Dasar.
Syifa Adillah. (2024). Kesejahteraan pegawai dan disiplin kerja terhadap produktivitas kerja melalui kepuasan kerja. Journal of Science Education and Management Business.
Tsaqila, U. Q., Ramdan, A. M., & Nurmala, R. (2023). Analisis peran online customer review dalam memediasi hubungan online customer experience terhadap peningkatan marketplace rating. Journal of Economic, Business, and Accounting.
Vrecar, B. (2025). Perspectives on trust: Toward a historical mapping of the concept and its dimensions. Social Science.
Wakari, T. S., & Simamora, B. (2024). Mengaplikasikan SERVQUAL pada konser musik: Dimensi tangibles dan dimensi reliabilitas menjelaskan 92% kepuasan konsumen. Global Research on Economy, Business, Communication and Information.
Wulansari, R., Sulistiani, S., & Fauzi, R. D. (2024). The influence of service quality and price on consumer satisfaction. Journal Economics and Business Letters.
Wut, T. M., Chan, E. A., & Wong, H. S. (2024). Does fun matter? Using chatbots for customer services. Informatics.
Yhee, Y., Kim, H., Kim, J., & Koo, C. (n.d.). What makes potential tourist trust the managerial response of the hotel? The three-way interaction of ability, benevolence, and integrity. Springer Proceedings in Business and Economics.
Yulistiani, D., & Wijaya, T. (2024). The influence of price, product completeness, and service quality on consumer satisfaction at student cooperative Yogyakarta State University. International Journal of Multidisciplinary Research and Analysis.
Yulistianiulsih, D., & Wijaya, T. (2024). The influence of price, product completeness, and service quality on consumer satisfaction at Student Cooperative Yogyakarta State University. International Journal of Multidisciplinary Research and Analysis
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
