The Influence of Brand Awareness and Word of Mouth on the Success of Dangdut Events

(A Case Study of a Family's Group in Depok City)

Abstract

This study aims to analyze the influence of Brand Awareness and Word of Mouth (WOM) on the success of dangdut music events organized by Family’s Group in Depok City. The research employed a descriptive quantitative method with a causality approach. Data were collected through questionnaires from 110 respondents selected using purposive sampling, with the criterion that they had attended a Family’s Group event. Data analysis techniques included validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis using statistical software. The results show that Brand Awareness has a positive and significant effect on event success, with a t-value of 8.151 and a significance level of 0.000. Word of Mouth also has a positive and significant effect, with a t-value of 13.138 and a significance level of 0.000, and it is the most dominant variable. Simultaneously, both variables significantly affect event success, with an F-value of 226.884 and a significance level of 0.000. The R Square value of 0.795 indicates that 79.5% of the variation in event success can be explained by Brand Awareness and Word of Mouth. This study confirms that strengthening brand identity and managing audience experiences that encourage positive recommendations are essential factors in the success of local entertainment events.