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Vol. 3 No. 1 (2025)
Articles

From Quality to Involvement: A Dual Approach to Loyalty in Beauty Events

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  • Jerry Marmen Simanjuntak,
  • Wahyu Rafdinal,
  • Yunia Silvia Sesunan
Jerry Marmen Simanjuntak
Faculty of Business and Economics, The University of Pembangunan Veteran Jakarta
Wahyu Rafdinal
Politeknik Negeri Bandung
Yunia Silvia Sesunan
Faculty of Economy and Business, UIN Syarif Hidayatullah
DOI: https://doi.org/10.58229/jissbd.v3i1.331

Published 2025-05-22

Keywords

  • Event quality,
  • personal involvement,
  • satisfaction loyalty,
  • beauty event

How to Cite

Simanjuntak, J. M., Rafdinal, W., & Sesunan, Y. S. (2025). From Quality to Involvement: A Dual Approach to Loyalty in Beauty Events. Journal Integration of Social Studies and Business Development, 3(1), 74–84. https://doi.org/10.58229/jissbd.v3i1.331

Abstract

The rise of beauty events has generated widespread interest due to the enthusiastic participation of visitors. This study investigates the effect of event quality and personal involvement on visitor satisfaction and loyalty to beauty events. This research integrates the quality-loyalty model and the involvement-loyalty model. This research used partial least squares – structural equation model (PLS-SEM) analysis by evaluating 409 respondents who had visited beauty events. According to the study's findings, personal involvement strongly predicts satisfaction and loyalty. Furthermore, this study demonstrates that satisfaction directly influences visitor loyalty, which is consistent with contemporary theories about the formation of visitor loyalty. Theoretically, this study successfully proves the integration of the quality-loyalty model and the involvement-loyalty model in the context of loyalty toward beauty events. Practically, this study offers strategies and insights for beauty event organizers who want to create successful events and foster long-term loyalty.

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