Determinants of Satisfaction in A Creative Event Context: The Influence of Perceived Servicescape, Crowding, Emotion, and Perceived Value at Comic Frontier

Apsari, Rania (2026) Determinants of Satisfaction in A Creative Event Context: The Influence of Perceived Servicescape, Crowding, Emotion, and Perceived Value at Comic Frontier. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Large-scale events often present a unique confluence of environmental factors and shopping opportunities that significantly influence satisfaction. This study investigates how atmospheric perception, perceived crowding, emotional responses, and perceived value shape overall shopping satisfaction in the context of Comic Frontier, a large-scale creative market event. A quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM) was employed. The criteria of the data are Comic Frontier XX attendees and have purchased items from circles or exhibitors during the event. The findings confirm the reliability and validity of all measurement dimensions related to atmosphere, crowding, emotions, value, and satisfaction. Results show that human crowding enhances pleasure and arousal, while spatial crowding reduces pleasure. Atmospheric Perceptions positively influence both Hedonic and Utilitarian Values, and also both Pleasure and Arousal. Hedonic and utilitarian values emerge as strong predictors of satisfaction, while neither pleasure nor arousal demonstrates a significant direct influence on satisfaction. Mediation analysis further reveals that pleasure only mediates the relationship between spatial crowding and satisfaction, whereas arousal does not serve as a mediator for either type of crowding. This research contributes to atmospheric and crowding literature within non-traditional retail contexts. These insights offer valuable implications for event organizers seeking to optimize the attendee experience and foster long-term engagement in crowded environments by strategically managing environmental cues, mitigating negative effects of crowding, and enhancing the perceived value of the shopping experience.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Satisfaction, Perceived Crowding, Atmosphere Perception, Emotions, Shopping Value, Comic Frontier
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Rania Apsari
Date Deposited:	29 Jan 2026 07:01
Last Modified:	29 Jan 2026 07:01
URI:	http://repository.its.ac.id/id/eprint/131098

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