ANALISIS MANAJEMEN EVENT JOGJA BILLIARD JAKTIM DALAM MENINGKATKAN LOYALITAS PELANGGAN

MUHAMMAD RIDHO ALFARIDZI, . (2026) ANALISIS MANAJEMEN EVENT JOGJA BILLIARD JAKTIM DALAM MENINGKATKAN LOYALITAS PELANGGAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis manajemen event yang diterapkan oleh Jogja Billiard Jaktim dalam meningkatkan loyalitas pelanggan. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi. Informan penelitian terdiri atas manajer, ketua panitia, panitia penyelenggara, serta peserta event yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa manajemen event di Jogja Billiard Jaktim telah dilaksanakan melalui tahapan research, design, planning, coordination and implementation, serta evaluation. Pada tahap research, penyelenggara melakukan identifikasi kebutuhan dan minat peserta sebagai dasar penyusunan konsep event. Tahap design dan planning dilakukan dengan menyusun konsep turnamen, anggaran, jadwal, pembagian tugas panitia, serta strategi promosi melalui media sosial. Tahap coordination and implementation berjalan dengan baik melalui koordinasi antarpanitia sehingga pelaksanaan event berlangsung tertib dan sesuai dengan jadwal yang telah ditetapkan. Selanjutnya, tahap evaluation dilakukan untuk mengidentifikasi kendala serta melakukan perbaikan terhadap penyelenggaraan event berikutnya. Penyelenggaraan event yang dikelola secara baik mampu memberikan pengalaman positif kepada peserta melalui pelayanan panitia yang ramah, proses registrasi yang mudah, fasilitas yang memadai, serta suasana kompetisi yang nyaman. Kondisi tersebut mendorong meningkatnya loyalitas pelanggan yang ditunjukkan melalui keinginan peserta untuk mengikuti event kembali, merekomendasikan Jogja Billiard Jaktim kepada orang lain, serta memberikan penilaian positif terhadap penyelenggaraan event. Dengan demikian, manajemen event yang diterapkan di Jogja Billiard Jaktim berperan penting dalam meningkatkan loyalitas pelanggan. Kata Kunci: Manajemen Event, Loyalitas Pelanggan, Event Olahraga, Biliar, Jogja Billiard Jaktim. ***** This study aims to analyze the event management implemented by Jogja Billiard Jaktim in improving customer loyalty. This research employed a qualitative method with a descriptive approach. Data were collected through observation, in-depth interviews, and documentation. The research informants consisted of the manager, the event chairman, the organizing committee, and event participants selected using a purposive sampling technique. Data were analyzed through the stages of data reduction, data presentation, and conclusion drawing, while data validity was tested using source and technique triangulation. The results indicate that the event management at Jogja Billiard Jaktim has been implemented through the stages of research, design, planning, coordination and implementation, and evaluation. During the research stage, the organizers identified participants' needs and interests as the basis for developing the event concept. The design and planning stages involved preparing the tournament concept, budget, schedule, committee task allocation, and promotional strategies through social media. The coordination and implementation stage was carried out effectively through good coordination among the committee members, ensuring that the event was conducted in an orderly manner and according to the predetermined schedule. Furthermore, the evaluation stage was conducted to identify obstacles encountered during the event and to make improvements for future event implementation. Well-managed event organization was able to provide participants with a positive experience through friendly committee services, an easy registration process, adequate facilities, and a comfortable competition atmosphere. These conditions contributed to increased customer loyalty, as reflected in the participants' willingness to participate in future events, recommend Jogja Billiard Jaktim to others, and provide positive evaluations of the event organization. Therefore, the event management implemented at Jogja Billiard Jaktim plays an important role in improving customer loyalty. Keywords: Event Management, Customer Loyalty, Sports Event, Billiards, Jogja Billiard Jaktim.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Muhamad Arif, M.Pd. ; 2). Dr. Drs. Zulham, M.Si., MCE.
Subjects:	Olah Raga dan Seni Pertunjukan > Olah Raga Dalam Ruangan
Divisions:	FIO > S1 Olahraga Rekreasi
Depositing User:	Users 34264 not found.
Date Deposited:	31 Jul 2026 02:35
Last Modified:	31 Jul 2026 02:35
URI:	http://repository.unj.ac.id/id/eprint/67700

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