DOROJATUN ZAIDAN LATASA MUHAMMAD, . (2026) FAKTOR-FAKTOR YANG MEMPENGARUHI KELAYAKAN BISNIS EVENT EQUESTRIAN PADA ARAGON MERDEKA MASTER 2025 DI THE HUB INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini memfokuskan analisis pada fenomena bisnis digital dalam industri sport tourism pasca pandemi, bukan evaluasi operasional event. Studi kasus Aragon Merdeka Master (AMM) 2025 di The Hub Indonesia ditempatkan sebagai konteks instrumental untuk memahami pergeseran fundamental dari ekonomi jasa menuju Experience Economy. Meskipun mencatat rekor partisipasi 1.751 entri, event ini menghadapi tantangan operasional signifikan berupa durasi kompetisi hingga pukul 03.00 WIB. Penelitian ini bertujuan menganalisis bagaimana Event Experience Quality, Experiential Value, dan Willingness to Pay berinteraksi dalam menentukan Business Feasibility di tengah dinamika antara tuntutan visual digital dan risiko etika animal welfare. Menggunakan pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui observasi jejak digital, studi arsip, dan wawancara mendalam, kemudian dianalisis menggunakan Reflexive Thematic Analysis. Landasan teoretis penelitian mengacu pada kerangka Experiential Marketing (Schmitt, 1999) dan Experience Economy (Pine & Gilmore, 1999). Hasil penelitian mengungkap fenomena Phygital Gap, di mana inovasi visual night session berhasil menciptakan citra kemegahan digital yang mengimbangi tantangan manajemen fisik di lapangan (P1). Ditemukan anomali perilaku konsumen digital di mana friksi operasional tidak menurunkan WTP (P2), karena peserta melakukan mekanisme kompensasi nilai dengan memprioritaskan validasi sosial di atas kenyamanan fisik (P3). Namun, disimpulkan bahwa model bisnis ini memiliki kelayakan yang rentan. Keuntungan finansial dari intensifikasi kapasitas (P4) menghadapi tantangan risiko reputasi dan potensi peninjauan Social License to Operate akibat isu kesejahteraan hewan (P5). Penelitian ini menyarankan transisi strategis dari model bisnis berbasis volume ke model berbasis nilai untuk keberlanjutan jangka panjang. Kata Kunci: Sport Tourism, Experience Economy, Experiential Marketing, Business Feasibility, Animal Welfare. ***** This research focuses the analysis on the digital business phenomenon within the post-pandemic sport tourism industry, rather than an operational evaluation of the event. The Aragon Merdeka Master (AMM) 2025 case study at The Hub Indonesia is positioned as an instrumental context to understand the fundamental shift from the service economy to the Experience Economy. Despite recording a record participation of 1,751 entries, this event faced significant operational challenges in the form of competition duration extending until 03:00 WIB. This study aims to analyze how Event Experience Quality, Experiential Value, and Willingness to Pay interact in determining Business Feasibility amidst the dynamics between digital visual demands and animal welfare ethical risks. Using a qualitative approach with a case study method, data were collected through digital footprint observation, archival study, and in-depth interviews, then analyzed using Reflexive Thematic Analysis. The theoretical foundation of the research refers to the frameworks of Experiential Marketing (Schmitt, 1999) and Experience Economy (Pine & Gilmore, 1999). The research results reveal the Phygital Gap phenomenon, where the visual innovation of the night session successfully created a digital image of grandeur that compensates for physical management constraints in the field (P1). A digital consumer behavior anomaly was found where operational friction did not decrease WTP (P2), because participants engaged in a value compensation mechanism by prioritizing social validation over physical comfort (P3). However, it is concluded that this business model has fragile feasibility. Financial profits from capacity intensification (P4) face reputational risk challenges and the potential review of the Social License to Operate due to animal welfare issues (P5). This study suggests a strategic transition from a volume-based business model to a value-based model for long-term sustainability. Keywords: Sport Tourism, Experience Economy, Experiential Marketing, Business Feasibility, Animal Welfare.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Dr. Ryna Parlyna, M.B.A. ; 2). Sabo Hermawan, S.Kom., M.Si. |
| Subjects: | Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen |
| Divisions: | FE > S1 Bisnis Digital |
| Depositing User: | Users 32889 not found. |
| Date Deposited: | 02 Feb 2026 08:33 |
| Last Modified: | 02 Feb 2026 08:33 |
| URI: | http://repository.unj.ac.id/id/eprint/64656 |
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