The Influence of Services Marketing Mix Factors and Celebrity Worship on Repurchase Intention: The Case of THREE MAN DOWN Band

Abstract

          The study had two objectives: 1) to study the influence of service marketing mix factors on repurchase intention: the Case of THREE MAN DOWN Band, and 2) to study the influence of the celebrity worship on repurchase intention. The research design was a quantitative survey. The population in this study was consumers aged over 15 years old, purchasing tickets, and attending a THREE MAN DOWN concert at least once. The sample size of the study was 387 members. This study used frequencies, averages, and standard deviations for descriptive statistics. For the inferential statistics, this study applied multiple regression analysis.

           Based on the data analysis, it was found that service marketing mix factors influenced the repurchase intention of THREE MAN DOWN band at the statistical significance level of 0.05. Specifically, product, price, promotion, and physical evidence affected repurchase intention of THREE MAN DOWN band at the statistical significance level of 0.05, respectively. In addition, it was found that celebrity worship influenced the repurchase intention of THREE MAN DOWN band at the statistical significance level of 0.05. In this regard, entertainment-social celebrity worship and intense-personal celebrity worship impacted repurchase intention of THREE MAN DOWN band at the statistical significance level of 0.05, respectively.