an analysis of attendee’s

AN ANALYSIS OF ATTENDEE’S

PUSH AND PULL MOTIVATION TO VISIT

FASHION, FOOD AND CRAFT EVENT/EXHIBITION

IN JAKARTA

By

Danellia Rama Valery

015201300019

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Business Administration

November 2016

iii

ABSTRACT

Fashion, food and craft event/exhibition are becoming the trend and has been

developed nowadays. There are many events/exhibitions that succeeded to attract

attendee to visit, but there are also some events/exhibitions not succeed because its

lack of attendees, such as Smesco Festival 2015, Jakarta Fair Senayan 2015 and so

on (Suhendra, 2015; Hairani, 2015). As motivation is one of the factors that drives

attendee to visit the event/exhibition, this research is intended to investigate

attendee’s motivation. The purpose of this research is to understand what attendee’s

motives to visit fashion, food and craft event/exhibition and determine which the

most dominant motive from both push and pull motivation. This population of the

research is people who have been attended fashion, food and craft event/exhibition.

This research was conducted in Jakarta. By using purposive sampling technique,

researcher got a total of 250 respondents who already visited the fashion, food and

craft event/exhibition in Jakarta that used as the sample in this research. Factor

analysis was used to analyze 9 motives representing both push and pull motivation

and determine the dominant motive from both motivations. This research showed

attendees agree that Push Motivation Factor, which are Socialization, Prestige,

Entertainment, Relaxation and Escapism are and Pull Motivation Factor, which are

Novelty, Self-development, Natural Resources and Easy Access & Affordability, as

their motives to visit fashion, food and craft event/exhibition. At the end,

“Relaxation” and “Novelty” are the most dominant motive for attendees to visit fashion, food and craft event/exhibition and it is suggested from the researcher to the

event organizers to create the new concept that may give a different experience that

attendees cannot get in another fashion, food and craft event/exhibition.

Keywords: event/exhibition, attendee, push and pull motivation, fashion, food and

craft

1

CHAPTER I

INTRODUCTION

1.1 Research Background

Indonesian government considers MICE (Meetings, Incentives, Conferences and

Exhibitions) industry has a major impact on the economic sector compared with

the leisure tourism industry (“MICE Could Become An Economic Driver for RI”,

2015). The Tourism Ministry’s Southeast Asia Tourism Promotion Assistant,

Deputy Rizki Handayani, said that from millions of tourist arrivals in Indonesia

annually, 500,000 – 700,000 people came from MICE. It is because Indonesia

has 16 cities that become a MICE destination, there are Jakarta, Bali (Denpasar

and Nusa Dua), Bandung, Surabaya, Yogyakarta, Batam, Medan, Lombok,

Bintan, Manado, Solo, Sumatra Barat (Padang and Bukit Tinggi), Palembang and

Balikpapan (Amas, 2016). International Congress and Convention Association,

the organization that becomes a parameter to determine the rank of country and

city for the MICE industry, stated that in 2015 Bali was in rank 48 and Jakarta

was in rank 176 in global as MICE destination and only both cities fulfill the

international standard to conduct MICE (Pradana, 2014). For example, JCC

(Jakarta Convention Center) and Jakarta Internatioanl Expo (JIExpo) that fulfilled

international standard venue for MICE (Pradana, 2014).

As part of MICE industry, the exhibition has been very developed in Indonesia

nowadays. Business Director Sphere Exhibits, Eko Parbowo, stated that every

year the exhibition industry increase around 20-30% (Endy, 2015). The number of

the increasing itself can be seen from the number of exhibitions that have been

conducted and the revenue from the event/exhibition until a total of visitor that

keeps increasing significantly. The example, revenue from event/exhibition can

be seen back in 2012, the cheapest price of booth in business-to-consumer (B2C)

exhibition is around 1.8 million – 3.3 million per meter and around 2 million for

business-to-business (B2B) exhibition. Those are still not including the cost

2

outside for event/exhibition such as from accommodation, transportation,

culinary, merchandise and some exhibition also from the public that have to pay

the entrance fee. Based on the data from Ministry of Creative Economy

Indonesia, MICE industry contributes 30% of Indonesia’s income in the tourism

sector (Indrajaya, 2015). It concludes that event/exhibition has an impact on

Indonesia’s economy because it gives a lot of income (Rahman, 2014).

Effi Setiabudi, the Head of Asperapi, on The 3rd Indonesia MICE Forum 2015

explained that along 2014 there are 466 exhibitions that conducted either national

or international scale, and until June 2015, there are 395 exhibitions that have

been conducted in Indonesia (Sutomo, 2015). Then, based on the data from

www.eventseye.com, in 2016, there are 130 exhibitions that will be held in

several exhibition halls in Jakarta. That number has not included the total of

exhibitions that will be conducted in several malls and other place in Jakarta that

keep existing to prop up the economic growth of Indonesia. The development of

the exhibition is increasing because exhibition is also used as marketing tools in

many industries such as catering, tourism, and retailing (Fang, 2011). Either B2B

or B2C exhibitions, they are successfully reaching their target market and manage

billions of dollars’ worth of business (Fang, 2011).

Furthermore, Eko Prabowo added “In 2015, there is a new trend of business to a

consumer event/exhibition that focus on retail, consumer, food, textile, furniture

and other products that match with the consumer needs” (Endy, 2015). Minister

of Industry, Saleh Husin, stated that from total 15 subsectors of creative economy,

there are three subsections that a give a dominant contribution to GDP (Ratomo,

2015). There are culinary sector with Rp 209 billion (32.5%), fashion sector with

Rp 182 billion (28.3%) and followed by craft sector with Rp 93 billion (14.4%).

Triawan Munaf, Head of Creative Economy Indonesia, agreed that creative

economy in Indonesia has an incredibly prospect for fashion, food and craft

subsectors (Purba, 2015).

http://www.eventseye.com/

3

Therefore, nowadays many organizers create fashion, food and craft

event/exhibitor. The development itself can be seen from several

events/exhibitions that conducted in the last couple years. For example, in Jakarta

there are three big exhibitions of fashion, food and craft that have been

consistently conducted every year such as:

a. Jakarta Fashion and Food Festival (JFFF)

The establishment of JFFF since 2014 becomes a platform for creative

industry, especially for fashion and food industry in Jakarta. The cooperation

between Jakarta Government and PT. Summarecon Agung Tbk., and the

support from Ministry of Tourism and Economy Creative Republic of

Indonesia make JFFF as part of “Enjoy Jakarta” program and become

opening event of Jakarta Anniversary.

b. Inacraft

Inacraft is an annual exhibition that focuses more on craft and traditional

product. The purpose of this exhibition is to develop Indonesia craft products

and in the end will increase people prosperity level and the income of crafter.

Inacraft succeeded to attract about 200,000 attendees over 5 days of the

exhibition (Gultom, 2015)

c. Jakarta Fair (Pekan Raya Jakarta)

Jakarta fair is an annual event to celebrate Jakarta Anniversary. It is the

biggest exhibition that held in Jakarta with complete and huge number of

products either from a national or international brand (Zimosy, 2016).

Jakarta Fair 2015 succeeded to attract 5.1 million attendees to enjoy the event

(Jakartafair.co.id, 2015)

However, not every exhibition that conducted is succeeding. There is also some

exhibition are not succeeding because they cannot attract attendee to visit the

exhibition or its lack of attendee. While according to Jung (2005) as cited in

Whitfield and Webber (2011) attendee are the main customer for exhibition

4

organizer and also the exhibitors. Although the core of an event is to make

attendees to have an experience and feel enjoy, their motivation to attend the

event has important factors that determined the success of event (Backman et al.,

1995, Cole & Scott, 2004 as cited in Shanka et al., 2012). Attendees’ objective,

their satisfaction, character and motivation are examples that drive them to attend

the exhibition (Wu et al., 2015). As motivation has an impact that drive attendee

to visit the event/exhibition, it is very important for organizers have a better

understanding about what motivates people to attend exhibition in order to make

an effective marketing plan and can attract more people to come (Getz, 2013 as

cited in Dikmen, 2011; Dikmen & Bozdaglar, 2013). Motivation is categorized

by Iso-Ahola (ibid) & Klenosky (ibid) as cited in Wu (2013) into push motivation

and pull motivation that might be beneficial to have a better understanding of

attendee motivation.

Therefore, in this research, the researcher would like to study more about what are

the motives and which the dominant motive that drive attendee most to attend the

fashion, food and craft event/exhibition. Thus, I believe this framework is helpful

for organizers to plan and prepare for the event/exhibition that can attract

attendees to visit the event/exhibition as one of part the success criteria of

event/exhibition.

1.2 Research Problem

Most of the studies that have been conducted by previous researchers were to

assess the travel & tourism exhibition and museum, it is rare to find the research

with case in fashion, food and craft event/exhibition in Indonesia. While fashion,

food & craft industry condition in Indonesia, especially in Jakarta, are developing

nowadays. The influence of blogger, social media, youth creativity, technology

and the trend of exhibition of fashion, food & craft industry, such as Jakarta

Fashion & Food Festival, Inacraft, Jakarta Fair that already mentioned before and

so on, which are getting popular among peoples in Jakarta, caused the born of

local brand especially in fashion, food and craft and it impacts the development of

5

creative industry in Indonesia (Agribisnis.co.id, n.d; Sido, 2011). However, not

every fashion, food and craft exhibition that conducted was successful.

Table 1.1

Several Events/Exhibitions Conducted in Jakarta 2015 that Lack of

Attendees

No. Exhibition/Place Product Reference

1. Smesco Festival

2015/Smesco

Building

Fashion, food &

craft

Suhendra (2015) reported that

there were few of the people

that came and saw the festival

in the venue. There was no

crowd of transaction or

bargaining activity between

customer and seller. One of the

participants, Ali Imron,

admitted that the festival was

lack of attendees (Hutari, 2015)

2. Festival Jalan

Jaksa 2015/Central

Jakarta

Fashion, food &

craft

Two days Festival Jalan Jaksa

was conducted. But, this

festival was not interesting for

attendees. One of the attendees,

Dewi, said that the event was

not too interesting, there was

no difference compare with the

other events (Juliant, 2015).

3. Pembukaan Sentra

Barat Fair

2015/West Jakarta

Fashion, food &

craft

The opening of the festival that

conducted in West Jakarta

Mayor’s office yard was late

because it was only attended by

few attendees, and most of the

6

attendees were the government

employee itself (Lubis, 2015).

4. Jakarta Fair (PRJ)

2015/Senayan

Multiproduct-

Fashion, food &

craft

Hairani (2015) report that Pesta

Rakyat Jakarta (PRJ) that

conducted in Senayan was

failed because lack of

attendesss. One of the

attendees, Damar, said that he

curious about PRJ in Senayan

because it was competitor from

PRJ in Kemayoran, but he was

disappointed because it was

slack, the gate was not

attractive although there was no

entrance fee (Retaduari, 2015).

5. Gebyar Bambu

Runcing 2015/East

Jakarta

Fashion, food &

craft

Several seller left the booth,

whereas the exhibition still

going for three days. The seller

reported the disappointment

besides the cost of booth that

way expensive, the customer

that comes to the booth also

few. One of the seller, Maman,

said that the parking lot and the

distance between the location

and parking lot was far that

affect people did not come to

the exhibition (“Pedagang

Tinggalkan Gebyar Bambu

Runcing”, 2015)

7

Source: Compiled by Researcher from detik.com, seputarukm.com,

linidepan.com, tempo.com, jakartaobserver.com and poskotanews.com.

The table above is the example of unsuccessful event/exhibition because it was

lack of visitors which make the loss of several participants. Therefore, to gain

more attendees to come to the event/exhibition, it is important to understand the

needs of the attendee before participate in an event/exhibition since the number of

attendees who attends the event/exhibition is the key factor to determine the

success of an exhibition (Ling-Yee, 2006 as cited in Lee, 2011). Wu et al., (2015)

also stated that either for organizer or exhibitors, the event/exhibition attendees

are the crucial point to determine the effectiveness of their performance.

Moreover, based on the previous researches, it was tended to only focus on post-

show like visitors’ satisfaction, event/exhibition effectiveness and firm

participation intention to participate in event/exhibition only. There is no clear

investigation about the pre-show itself, which is how to attract attendees to visit

an event/exhibition especially for fashion, food and craft event/exhibition. While

improving event/exhibition attendance is matter to get more economic benefit and

improve region’s competitiveness (Wu et al., 2015). Therefore, in this research,

researcher would like to find out the motives that attract attendees to visit the

exhibition by investigating their motivation.

1.3 Problem Identification

Based on the research problem, it can conclude that the identification of the

research area:

a. Which the most dominant motive from push motivation that plays a role in the

attendee motivation to visit fashion, food and craft event/exhibition?

b. Which the most dominant motive from pull motivation that plays a role in the

attendee motivation to visit fashion, food and craft event/exhibition?

8

1.4 Research Objective

The purpose of this research is to find out what are the motives that drive attendee

to visit fashion, food and craft event/exhibition. Specific research aims to define

as follows:

a. Identify and understand the push and pull motivation of attendee motivation to

visit fashion, food and craft event/exhibition.

b. Identify the dominant motive that drives attendee to visit fashion, food and

craft event/exhibition.

c. Help the organizer to understand what motives that drive attendee to visit the

fashion, food and craft event/exhibition. Therefore, they can prepare the

promotional way to attract them.

1.5 Research Limitation

The scope of this research was to know the attendee push and pull motivation to

visit fashion, food and craft event/exhibition located in Jakarta. As with all

research, this study is subject to limitations. Findings from this study cannot be

generalized to all types of exhibition and its attendee. Given the limited number

of studies that attempt to examine attendee motivation to visit fashion, food and

craft event/exhibition make its own difficulties to be more specific in terms of

variable and give comparison study. Also, some variables may have been

overlooked, especially when new trends of event/exhibition continuously change.

1.6 Definition of Terms

a. Easy-access & Affordable

The method or possibility of getting near to a place without spending much

cash (in this research the context is for transportation).

b. Entertainment

An action, event or activity that aims to entertain, amuse and interest an

audience of one or more people.

9

c. Escapism

Getting away from the usual life behavior and having a change from daily

routine (Zyl, 2013).

d. Location

The physical space where the business or activity is operating.

e. Novelty

Experiencing in something new (Zyl, 2013)

f. Prestige

Individual understands to feel worthy as a person in order to gain confidence

and feeling proud by attending an event and have a good social-image in the

eyes of other people (Zyl, 2013; Crompton, 1979 in Bacellar, 2012).

g. Push Motivation

A motive that drives people sees as the way that will satisfy their desire or need

(Wale, 2011)

h. Pull Motivation

An activity that an individual feels naturally pulled towards (Spacey, 2016)

i. Relaxation

The desire to refresh individual mentally and physically from everyday stress

(Backman et al., 1995 in Maeng, 2016)

j. Self-development

Realization pursuit of personal growth by expanding self-awareness and

knowledge and improving personal skill by learning.

k. Socialization

The process whereby an individual learns to adjust in a society and have social

contact with other people.

10

1.7 Significance of Study

There are several significances that the researcher wants to achieve after

completing this research. This research is also intended to give the contribution to

several parties as follows:

a. For Academic and Following Researchers

This research can be used as the source of information and comparison study

for the future studies in the MICE industry, push and pull motivation. This

research may give more information and a clear understanding about attendee

motivation to visit fashion, food and craft event/exhibition and it also can be

the reference for the further research that related to this topic.

b. For Event Organizer

This research can be used as information for event organizers to understand the

attendee’s motive to visit fashion, food and craft event/exhibition. By

understanding attendees’ motivation, it helps marketers and decision makers

formulate effective marketing strategies and able to attract attendees to visit the

event/exhibition and have a successful event/exhibition.

c. For Researcher

This research is made in order to check the attendee motivation to visit fashion,

food and craft event/exhibition in Jakarta since nowadays these kinds of

exhibitions is developing nowadays. This research is also for the requirement

to graduate from President University.

11

CHAPTER II

LITERATURE REVIEW

2.1 Theoretical Review

2.1.1 MICE Industry

Kesrul (2004) as cited in Indrajaya (2015) explained that MICE are tourism

activity which its activity comes from the combination of leisure and business and

usually involved with a group. The impact of MICE also can be seen from

foreign exchange because the national or international event that conducted

(Indrajaya, 2015). MICE is becoming one of promising business since tourism is

one of factors that influence the increasing of economic growth. MICE itself

consist of 4 elements which are meeting, incentive, convention, and exhibition

that will be explained briefly in the next section.

2.1.2 MICE Elements

a. Meetings

The purposes of meetings are to gather people to share, discuss and solve the

problem. There are many types of meetings such as board meetings,

management meetings, shareholder meetings, training seminars and so on (Lau,

2009).

b. Incentives

Incentive is a gift or award that is given by the company to the employee, client

or consumer. The incentive itself can be money, travel package or goods

(Indrajaya, 2015). While according to The Centre for the Promotion of Imports

from Developing Countries (CBI), Incentive defined as corporate-sponsored

trips for employees or clients in purpose to motivate them to work, give some

12

reward and build the loyalty for the company. The incentive is focused on

leisure rather than business.

c. Conventions/Conference

Convention is a kind of meeting that conducted to discuss more about issues or

covenant between countries or international covenant about global issues.

Conventions bring people with common objectives and it is usually conducted

once a year by an organization to discuss the organization’s topic (Lau, 2009).

d. Event/Exhibition

The Centre for the Promotion of Imports from Developing Countries (CBI)

stated that some sources define the definition of MICE as events instead of

exhibition. While in some journals the term “E” of MICE also represent the

exposition, exhibition and the event (Wu & Zhang, 2013). Exposition usually

held in exhibit halls, convention center, malls, space in hotels or sometimes in

public area (Angelo & Vladimir, 2010). Getz (1997) as cited in Etiosa (2012)

categorized the various types of event based on the content, format, and scale,

such as: special event, mega event, festival, fairs and exhibitions, exposition

and shows, and the other educational and business event. Damster (2012)

stated that the exhibition is the activity to gather the buyers and sellers where

they can view, display and demonstrate the product in one place at a certain

time.

Mondok (2012) explained that event/exhibition become an important bridge

between company and customer. A wide variety of event/exhibition, namely

entertainment and product promotion as a whole can attract people’s attention.

People not only can see the new product, but also event/exhibition allows them

to have an experience and joy. Therefore, people who attend the

event/exhibition can get pleasure and leisure (Wu, 2013). These are factors

that make people like to come to the exhibition, which make exhibition

industry is kept developing.

13

2.1.3 Event/Exhibition

Festivals and events/exhibition have the ability to express the interests and

connect the social world. The exhibition/event industry is one of the world’s

largest employers influence the positive economic impact (Chen & Mo, 2014).

Exhibitions are activities to showcase service, information and products.

According to Global Association of the Exhibition Industry (UFI) as cited in

Santos et al., (2014), the event/exhibition divided into three categories: trade

show, consumer shows and combination show. Trade show, consumer show and

mixed show have different meaning:

a. Trade show is business-to-business event. Duster (2012) added the objective of

attendees who attend the trade show is to investigate or purchase goods for

business organization; the main focus is for industry.

b. Consumer show is an event that the exhibitor is retail outlet, service, firm or

manufacturer, open to the public which offer the product and services directly

to end consumer.

c. Mixed show or called as trade fair is a combination of consumer and trade

show.

But, even though many names are variously referred to, such as expositions,

exhibitions, trade fairs, scientific or technical conference, and conventions, the

activity and the purpose are same, which as a marketing tool for companies.

Event/Exhibition is valuable because they allow a direct communication and make

the opportunity for business networking (Exhibition and Event, 2013). There are

many advantages of conducting the event/exhibition:

a. Direct meetings with customer to present and promote the product

b. The opportunity to do the research about customers and their needs

c. Keep updated about the development of industry

d. Knowing the competitors

14

The event/Exhibition is also different with the other element of MICE. The

differences are:

a. The location for exhibitions is usually fixed, while the other elements is not

fixed

b. In the exhibition, there are two types who attend and targeted by exhibition

organizer which are exhibitors and exhibition attendees, while the target of

the other elements are only delegates

c. The purpose of the exhibition is to make the business transaction and

exchange the information. The other elements of MICE proposed to do the

networking and discussion

d. The exhibition consists of several booths to display goods. Therefore, logistic

is the main concern for exhibitors and organizer

e. There is registration fee, but different amount of exhibitors and visitors.

Luckhurst (1951) as cited in Lee (2011) determined that event/exhibition is not

only an event that showcase the goods, but also exhibition as an event which

provide interesting activities, entertainment, performances and other activities for

its attendees.

According to Whitfield & Webber (2011), there are three main participants for

every exhibition:

a. Exhibition Organizer

They responsible to do the marketing to attract attendees that match with the

event/exhibition demographic by considering the political condition,

economic or social-cultural attribute (Jung, 2005).

b. Exhibitors

The exhibitors exhibit the goods to increase the sales, create the positive

image to the public, fulfilling corporate social responsibility, gain competitive

advantage, networking and so on (Friedman, 2009)

15

c. Attendees

For every event, there must be attendees or participants that called as a group

who expects to engage with the event (Mackellar, 2014). The attendees are

the main customer for event/exhibition organizers and exhibitors who become

a party that receive the information about the product, become a potential

networking to inform the business trend and develop brand awareness of the

company. Originally quoted by Getz (2007: 27) as cited in Mackellar (2014)

“Participants are more than customers or guests, they are

necessary for the event to exist. Meetings and conventions do not

exist without delegates; there are no marathons without runners,

dance festivals need dancers”.

It means attendees are very crucial for every event.

2.2 Exhibition’s Attendee Motivation Factor

As Getz (2007) as cited in Mackellar (2014) about how important the attendees

are for event/exhibition, in the literature review, the concept of most relevant of

general motivation will be reviewed briefly, then followed by push and pull

motivation as a major part since many researchers determined them as factors that

drive attendee to attend event/exhibition.

Motivation defined as a desire or need that can shape the behavior and directs it to

achieve goals (Myers, 2004 as cited in Lee, 2011). Motivation term is also

defined as how human behavior is active and directed (Romando, 2007 as cited in

Gaya, 2013). From the business side, motivation is one of the factors that can

attract attendee to attend the event/exhibition (Lee, 2011). Efficient and the right

approach way are the most important of the event/exhibition attendee’s behavior,

including their motivation and participation decision that exhibitor has to pay

intention in this kind industry (Lee, 2011). Crompton, as cited in Ghazal (2011)

explained there are three reasons why it is important to do deep research about the

motives of the event attendee. First, to identify the needs of attendee for planning

the design of the event and it may be able to satisfy them. Second, the attendee

16

may satisfy when the event meets their expectations, that satisfaction can make

act as the motives for them to re-visit the event in the future. The third reason is

that by understanding their motivation, it also leads to understand the attendee’s

decision making process which can make company to plan and design the

effective marketing activity to attract them.

Motivation has been considered as an important subject that described distinctly

by many researchers and authors. For example, Stephen (1986) and Nicholson &

Pearce (2001) as cited in Dikmen & Bozdaglar (2013) described the motivation as

the tool to determine the willingness of organization to achieve their goal with

high enthusiasm, simultaneously having the ability to satisfy an individual needs

because every people have their own needs which make the study of motivation is

one of the most complex area for research yet challenging as it is the intangible

nature of the phenomenon and became issues of multiple motivation. Motivation

is the most important trigger and the most complicated component. Without

motivation there would be no demand for something (Deutsch, 2014)

Motivation is categorized by Iso-Ahola (1982) & Klenosky (2002) as cited in Wu

(2013) into push motivation and pull motivation that might be beneficial to have a

better understanding of the attendee’s motives. Therefore, to explaining more

about motivation that motivate attendee to attend fashion, food and craft

event/exhibition, push motivation and pull motivation need to be discussed more

to gain a better understanding.

As mentioned before, this study will discuss more about the push and pull

motivation that drive attendee to visit the fashion, food and craft event/exhibition

by understanding their motivations. Both push and pull motivation play a main

role in motivation to participate in leisure activity (Acharya & Lillywhite, 2016).

In some studies the term of push and pull motivation are also called as intrinsic

and extrinsic motivations or internal and external factors. The example is the

study by Gaya (2013) that mentioned the concept of push and pull generally

presents that people are “pushed” by internal or intrinsic motivators and “pulled”

17

by external or extrinsic motivator. Push and pull motivation can be described as

follows:

2.2.1 Push Motivation

Push motivation comes from the individual itself. The motivation arises from the

desire of people to get away from their routine and daily life process. This

mentioned desire for the unknown and unusual is therefore seen as a ‘push’ factor

in the motivation process (Krippendorf, 1987 in Deutsch, 2014). Supported by

research conducted by Davis et al. (1992) as cited in Chung et al. (2012) that

defined push motivation as a desire to escape, rest, relaxation, social interaction,

family togetherness, enjoyment, feelings and so on. It is also supported by

Mackellar (2014) that attendance at the event also want to have social interactions

with other people, which driven by psychological need or desire that motivated

them.

Wale (2011) defined the push motivation are those that attendees see as a way that

they can satisfy a desire or need, such as wish to be entertained or to relax, to get

excitement, to have an experience, to escape from daily life, to spend time with

friend/family (called socialization). Attendees also have a desire to learn,

satisfying the desire of families to spend time together. Another research

conducted by Chen & Mo (2014) classified the push motivation into 5 motives.

There are socialization, prestige, entertainment, self-exploration, relaxation and

escapism.

18

Table 2.1

Push Motives Explanation

Push Motives

Motive Brief Explanation

1. Socialization Socialization determined as being with friends or

spending time with people to enjoy the same things

(Zyl, 2013). It is also defined as an individual’s

willingness to meet new people and gain social

contact (Ayazlar & Ayazlar, 2015). (Crompton &

McKay, 1997 in Novais & Arcodia, 2013) describe

the socialization as the form to do the external

socialization (with people who were not know each

other before) and known group socialization and

later will make the interaction with existing friend or

the acquaintances. Socialization also becomes an

important event motive because it enables a huge

number of people that have a similar interest to

gather together (Schofield & Thompson, 2007 in

Maeng et al., 2016)

2. Prestige Prestige refer as an individual’s understanding to feel

worthy as a person in order to gain confidence and

feeling proud by attending an event and have a good

social-image in the eyes of other people (Zyl, 2013;

Crompton, 1979 in Bacellar, 2012)

3. Entertainment Entertainment refer as what kind of entertainment

that offer by the event such as performance and the

unique atmosphere that created by the event (Zyl,

2013). Entertainment is the way to have an

interesting experience and exciting event to enjoy

(Maeng et al., 2016).

19

4. Relaxation Relaxation is defined as an activity that may relieve

the boredom and physical stress in individual (Zyl,

2013). It is the desire to refresh individual mentally

and physically from everyday stress (Backman et al.,

1995 in Maeng, 2016)

5. Self-exploration Self-exploration is about gaining a deeper

understanding of self-values, interests, skills,

personality traits, motivation, and lifestyle

preferences. Self-exploration help individual to

develop their awareness which is to understand

themselves (CFA Institute, n.d)

6. Escapism Escapism is an intrinsic motivation that deals with

emotions, and has long been considered a source of

motivation to go somewhere (Crompton, 1979 in

Aicher, 2015). It is also determined as getting away

from the usual life behavior and having a change

from the daily routine (Zyl, 2013).

Source: Constructed by Researcher

2.2.2 Pull Motivation

According to Zyl (2006) pull motivation is based on the actual feature to attract

people to specific location or attribute of the event which also supported by Wale

(2010) that define pull motivation as the attraction to the event setting or event

specific attribute such as location. Therefore, the attractiveness of the

event/exhibition also influenced by pull motivation which motivates them to

attend the event/exhibition and should therefore need to be understood deeper.

Chen & Mo (2014) classified the pull motivation as novelty, self-development,

Locations and easy-access & affordable.

20

Table 2.2

Pull Motives Explanation

Pull Motivation Motives

Motive Brief Explanation

1. Novelty Novelty is one of the most important motives that

motivate attendee to visit an event (Van & Botha,

2003 in Lei & Weibing, 2015). Novelty referred as

try and experiencing in something new and feel

attending an event as a unique thing (Zyl, 2013).

Novelty also as an attendee expectation to attend an

event for the variety of new things and to have

unusual experience that not happened in the daily life

(Manolika, et al., 2015). It includes to looking for

new destination to discover new things at event

(Maeng et al., 2016)

2. Self-development Self-development also determined as “learning”,

meaning event as a tool to gain the knowledge (Zyl,

2013). Self-development comes from the desire to

learn something at an event (Raybould, 1998 in

Maeng, 2016)

3. Natural Resource Swarbrooke (2002) as cited in Robbinson (2013)

classified natural environment as one of location

attraction. Mackellar (2013) also explained that the

location is part of the attraction and motivation for

attendee to visit the event.

4. Easy-access and

Affordable

Determined as various option of transport to the

location are available with reasonable price (Shahrin

et al., 2014). It concludes the ease of travel, good

transport, parking facilities and so on (Zyl, 2013).


21

2.3 Previous Research

Table 2.3

Previous Research

No Title (Author,

Year)

Variables /

Indicator

Research

Design

Findings

1. A Survey of

Push and Pull

Motivations of

Green Event

Tourist

(Chen & Mo,

2014)

- Push motivation:

socialization,

prestige,

entertainment, self-

exploration,

relaxation and

escapism.

- Pull motivation:

novelty, self-

development,

Locations, easy

access and affordable

- Population:

Visitor in

Bali Zou-an,

Taipei

- Sample

Size: 198

- Analysis:

Factor

analysis

- Quantitative

Research

Socialization is

the most

important Push

Motivation and

novelty as the

most important

Pull Motivation

to green event

visitors.

2. Festival Tourism

in Saudi Arabia:

A Study of

Image and

Motivation of

Participating in

Janadriyah

Festival

(Mohammad,

2014)

- Novelty with family

- Increasing

knowledge

- Events and

activities

- Relaxation

- Population:

Saudi tourists

who

participated

in Janadriyah

festival

- Sample

Size: 269

- Analysis:

Factor

analysis, t-

test and one

“Novelty with

family” is the

most important

motive for

Saudi tourist to

participate in

Janadriyah

festival.

Followed by,

increasing

knowledge,

“events and

22

way ANOVA

- Quantitative

Research

activities, and

“relaxation”

respectively.

3. Motivations for

Attendance at

Community

Festivals

(Dikmen, 2011)

- Internal factor: staff,

program, atmosphere

and facilities

- External factor:

togetherness, novelty,

cultural exploration,

socialization and

escape

- Population:

Community

festival

attendees in

Istanbul

- Sample

Size:

100

- Analysis:

Factor

analysis,

ANOVA &

T-Test

- Quantitative

Research

The results

showed that the

family and

socialization

were the most

important

components

4. Motivations to

Visit

Events/Festival:

An Exploratory

Investigation

(Shanka &

Alamiyo, 2012)

Exploratory

investigation with 15

motivational factors

- Population:

University

students on

the campus in

Perth,

Australia

- Sample

Size: 325

- Analysis:

Descriptive

Statistics and

One- way

ANOVA

Hypotheses are

fully supported.

23

- Quantitative

Research

5. An Examination

of The Effects of

Push and Pull

Factors on

Iranian National

Parks: Boujagh

National Park,

Iran (Reihanian

et al., 2015)

-Push Factor:

challenges and

adventure,

achievements,

enjoying natural

resource, spending

time with

family/friends and

escaping from routine

- Pull factor:

attending

festival/event,

recharging/refreshing,

accessibility/location,

key resources and

facilities

- Population:

The visitors

of Boujagh

National

Park, Iran

- Sample

Size: 400

- Analysis:

Independent

sample t-test,

one way

ANOVA and

descriptive

analysis

- Quantitative

Research

Visitors are

pushed to the

park for

relaxing and

pulled by the

natural

resource.


2.4 Theoretical Framework

The relevant literature in the research on push and pull motivation has been

reviewed in the explanation above. The researcher put to use the motives of

attendee’s motivation from Chen & Mo research since based on the motives from

previous research, it was concluded in the Chen & Mo research. Therefore, the

research from Chen & Mo will be used as the framework. However, there are

some motives that will be modified by researcher which are self-exploration and

natural resource. Self-exploration motive tends to use in leisure travel across

country, art event, historical place, culture event or culture tourism and religious

event or religious tourism, not in the B2C event/exhibition. For example, a study

24

conducted by Zhong (2015) about the motivation of tourist to go to religious

tourism, Jing’An temple, for relaxation, self-exploration, learning, nature and

cultural resources motivations. Religious tourists might have different

motivations, but these four motivations are the basic of all motivations. Another

example of study that use self-exploration: Saeed (2013) on sport event tourism;

Ting & Kahl (2016) on cultural event; Lambert (2011) on cultural tourism and art

museum. Researcher also change the “Natural Resource” into “Location”, since

the fashion, food and craft that held in Jakarta, its location and the environment

are not natural which does not fit with the meaning of “Natural Resource”.

Therefore, according the push and pull motivation model, the researcher list out

the self-exploration, factor in push motivation that used by Chen & Mo (2014)

research about tourist motivation to green event in Bali and Taiwan, with

statements: experience an event as being an Earthman, a form of self-exploration,

and reconnect spiritual roots because it tends to cultural and religious factor which

not relevant to the fashion, food and craft event/exhibition. Therefore, there are 5

attendee’s motives from push motivation and 4 attendee’s motives from pull

motivation to be analyzed that can be seen from Figure 2.2.

Figure 2.1

Attendee’s Push and Pull Motives from Chen & Mo

Source: Chen & Mo (2014)

Push Motives

- Socialization

- Prestige

- Entertainment

- Relaxation

- Self- Exploration

- Escapism

Pull Motives

- Novelty

- Self-development

- Natural Resources

- Easy Access &

Affordable

25

Figure 2.2

Attendee’s Push and Pull Motives

Source: Modified by Researcher from Chen & Mo (2014)

Push Motives

- Socialization

- Prestige

- Entertainment

- Relaxation

- Escapism

Pull Motives

- Novelty

- Self-development

- Location

- Easy Access &

Affordable

26

CHAPTER III

RESEARCH METHOD

3.1 Research Design

There are two types of research approach, quantitative and qualitative research.

Quantitative research uses the numeric measurement analysis approach from the

research process, hypothesis, analysis and the conclusion itself. Quantitative

research uses to show a prediction or explanation about the relationship among

variables in the research (Creswell, 2013). Quantitative research approach it tends

to focus on theoretical experiment, build and arrange fact and data, descriptive

statistic about the clarity of relationship and the prediction.

On the other hand, qualitative research using non-numerical analysis, depth

interview, the descriptive situational approach of the research process, hypothesis,

analysis and the conclusion itself (Williams, 1988 as cited in Riyadi, 2011). It is

used to explore and gain a better understanding of individual or social groups’

problems. To gain the data, qualitative researcher used interview, questionnaire

and observation and interpret it with flexible writing structure (Creswell, 2009).

In this research, quantitative research approach was used and applied to analyze

data which collected through questionnaire.

3.2 Sampling Design

3.2.1 Research Population

The population or research object is an attribute or a set of individuals to which

study findings are to be generalized (Schutt, 2008). The object should have

certain qualities and characteristic that determined by the researcher to be

analyzed and make the conclusion (Sugiyono, 2009). In this research, the

27

population is anyone who has been visited the fashion, food and craft

exhibition/event that conducted in Jakarta.

3.2.2 Sample Size

Sample is a sub-population or the representative of population that used to study

the population as a whole (Schutt, 2008). According to Hair et al (2010), he

recommends to use the ratio 10:1 for each variable to calculate the sample size.

By following Hair et al (2010) theory, for this research, there are 24 items in the

questionnaire. The calculation is 24 x 10 = 240. Therefore, the sample size of the

research is 240 respondents.

3.2.3 Sampling Technique

The primary goal of sampling is to get a representative sample from huge

population to produce the accurate generalization about the population.

Researcher tends to focus on singular technique that may produce highly and get

the accuracy of the data that get from the representative sample. There are two

kinds of sampling techniques that most researchers use: probability sampling &

non-probability sampling.

Probability sampling is the technique that relies on a random-pick and has a

specific chance of being selected for the sample and the population elements is

known (Schutt, 2008). Probability sampling has four methods to select the sample

which are simple random sampling, systematic random sampling, stratified

random sampling and cluster sampling. On the other hand, non-probability

sampling is the technique used if the population is unknown (Schutt, 2008). It

cannot be picked randomly and do not have a specific chance to be selected.

Same with the probability sampling, non-probability sampling also has four

methods to select the sample, there are: availability sampling, purposive sampling,

quota sampling and snowball sampling.

Since the population of this research is unknown, researchers used the non-

probability sampling technique by using purposive sampling. Purposive sampling

28

is a method that uses which elements are selected for a purpose (Schutt, 2008). Its

target the individual or a group that knowledgeable about the issue or have an

experience in a certain field. Therefore, purposive sampling is used since the

researcher targeted the people who already attended or visited fashion, food and

craft food exhibition/event.

3.3 Research Instrument

In this research, the collected data will be used to analyze all motives from push

and pull motivation. Therefore, the data itself should be accurate and trusted

because the validity of the analysis is depending on the truth and data accuracy.

Meanwhile, the truth and data accuracy that collected is depending on the research

instruments and the data resource.

There are two kinds of resource data: primary data and secondary data. Primary

data are the data that get directly from the respondent. The data that will be used

in this research are the primary data. To get the primary data, the questionnaire is

used.

A questionnaire is the technique to collect the data that used by researcher to gain

the information from respondents. To compose this questionnaire, researcher

used the questionnaire from the previous research by Chen & Mo (2014). The

questionnaire consists of two sections. The first section was filled with two parts

included the demographic profile (such as gender, age, education level, etc) and

attendee behavior (such as travel partner, the frequency of visiting). While the

second section was filled with 24 items of motives that divided into push and pull

motivation by using 7 point Likert-type scales to measure how much they agree

with the question of the motives that may motivate them to visit fashion, food and

craft food exhibition/event in Jakarta. The scale ran from “strongly disagree” as

score 1 to “strongly agree” as score 7 that can be seen in the Figure 3.1 below.

29

Figure 3.1

Ordinal Likert Scale Example

Strongly disagree Strongly agree

1 2 3 4 5 6 7


3.3.1 Operational Variables

Table 3.1

Operational Variables

Variables Statements

Push Factor

Socialization

1. By attending this fashion, food and craft

event/exhibition I could meet people with similar

interests


event/exhibition I can talk about when I got home

3. Attending this fashion, food and craft event/exhibition

event, for me is a form of socialization


gives me an opportunity to meet new people

Prestige


would impress my friends and my family


event/exhibition I could increase my social status

Entertainment

7. I enjoy participating in the activity of the event while

attending this fashion, food and craft event/exhibition

8. The atmosphere at this fashion, food and craft

event/exhibition makes me want to visit

Relaxation


event/exhibition I get away from daily life stress

30

10. Visiting this fashion, food and craft event/exhibition is

for me a form of relaxation


makes me feel relaxed

Escapism


event/exhibition, I visit a place that I have not visited

before


gives me an opportunity to enjoy a day out


makes me satisfy the desire to be somewhere else

Pull Factor

Novelty

1. I attend this fashion, food and craft event/exhibition

because it is always been a dream for me

2. I attend this fashion, food and craft event/exhibition to

see some famous persons (actors or artists)

3. This fashion, food and craft event/exhibition is the only

reason I travelled towards the destination

Self-development

4. I attend this fashion, food and craft event/exhibition

because I would like to learn more knowledge about this

event


makes me realize to be a fashionable person or get an

experience in culinary

6. I would like to learn something about the destination

where this fashion, food and craft event/exhibition is

held

Location

7. I would like to experience the environment of the

location where this fashion, food and craft

event/exhibition is held

8. The beauty of the fashion, food and craft

event/exhibition location makes me want to visit this

event

Easy Access & Affordable

9. The inexpensiveness price level makes me want to visit

this fashion, food and craft event/exhibition

10. The ease of transportation makes me want to visit this

fashion, food and craft event/exhibition

Source: Modified by Researcher from Chen & Mo (2014)

31

3.4 Data Analysis

3.4.1 Descriptive Analysis

Descriptive analysis is a statistic method that used to analyze and describe the

data that has been collected as it is (Sugiyono, 2009). The analysis will be used to

analyze the respondents’ profile and calculate the frequency of respondent answer

for each question.

In the first part of the questionnaire, there are descriptive questions about gender,

age, domicile, occupation and respondent visitation behavior. These descriptive

questions will be used as the additional information about the respondents for the

researcher. The result of descriptive questions will be calculated using frequency

distribution and summarize into pie chart by using Microsoft Excel.

In this research, researcher use questionnaire that consists of 24 questions.

Researcher used Likert scale as measurement with criteria as follows: 1 is for

strongly disagree, 2 is for disagree, 3 is for somewhat disagree, 4 is for neutral, 5

is for somewhat agree, 6 is for agree and 7 is for strongly agree. Therefore,

descriptive analysis will be used to calculate the frequency of respondent’s for

each question by calculating the percentage using SPSS and interpret it into a

frequency distribution table. The frequency of respondent’s for each question will

also use to determine whether the variables from push motivation and pull

motivation drive the attendee to visit fashion, food and craft food exhibition/event

or not.

3.4.2 Factor Analysis

Factor analysis is a technique that used to deduct and abridge the data. In this

research factor analysis will be used to conduct validity test, reliability test and to

analyze which the most dominant motive from push and pull motivation of

attendee motives to visit fashion, food and craft food event/exhibition in Jakarta

as one of objective of this research.

32

3.4.2.1 Validity Test

Validity shows how far the measurement tools can measure the object of the

research. The result of the research is valid if there is equality between the

collected data and the real data that happened from research object. Validity also

referred as the suitability of meaningfulness of the measurement (Heale &

Twycross, 2016).

Santoso (2010) explained the validity test steps according to as follows:

a. Determine the variables that will be analyzed. In this research, there are 24

variables that will be analyzed.

b. KMO-MSA& Bartlett Test

Test the variables with Barlett’s test of sphericity and MSA (Measure of

Sampling Adequacy). In this step, the variables will be filtered until it’s

obtained the variables that fulfill the requirement to be analyzed. To see if

there is any correlation, it can be seen from Kaiser Meyer Olkin (KMO)

measure of sampling adequacy test. KMO is the index that used to see the

accuracy of factor analysis. The index number between 0.5 – 1.0 means the

analysis is precise, if its index is below 0.5 (KMO ≥ 0.5) means that the

analysis is not precise.

c. Communalities

In this step, the variables will be extracted until it’s formed one or more than

one factor. Factor analysis is divided by two: Confirmatory Factor Analysis

(CFA) and Principal Component Analysis (PCA). CFA is a factor analysis

technique where the factor is already formed based on the theory and concept

that already determined before while PCA is a statistic method that used to

build structure model consist of one or many variables. In this research, PCA

technique will be used because the objective is to determine how many

variables minimum that should be extract but it can absorb the information

from latent variable.

33

The method of rotation is Varimax. This process will produce Communalities

Table, which shows the amount of variance (may be in percentage) from a

variable that can be explained by the available factors in the beginning.

According to Maholtra (2010), all variable for communalities that should be

above 0.5 and all variables share with the other variable being considered.

d. Total of Variance Explained

The next table is Total Variance Explained. According to Malhotra (2010)

there is cumulative column which representing a percentage of variable

explained through this study with the satisfactory number greater than 60%.

e. Rotated Component Matrix

After the acceptable factors are known, Component Matrix table shows the

distribution of each variable towards the factors, whereas the numbers in the

table shows factor loadings, which represents the significance of correlation

between a variable and the formed factor. A variable with high loading is the

biggest component from the relevant factor.

3.4.2.2 Reliability Test

Once the items of questions are valid, it can continue to the next step which is

reliability test. Reliability test is used to see the level to determine the stability

and consistency of the measurement tools to measure the object. Meaning,

reliability relates to credibility, which also strongly related to the constancy of test

result.

The quality of the object is determined by:

1. The clarity of the statements

2. The direction of questions to the answers so that there is no wrong answer

3. The explication of the instructions so that it will be easy and quick to do

Cronbach’s alpha, corrected item-total correlation and Cronbach’s alpha if item

deleted values are usually used to determine the consistency (Yusoff, 2012). The

34

result of Cronbach’s alpha is a number in the range of 0 and 1. The items were

considered to represent an acceptable level of consistency if the Cronbach’s alpha

value within 0.5 to 0.7 and a good level if the Cronbach’s alpha value more than

0.7 (Nunally, 1978; Streiner & Norman, 2008 in Yusoff, 2012).

3.4.2.3 Dominant Motive from Push and Pull Motivation

To see which one is the dominant factor for both push and pull motivation, it can

be seen from Total Variance Explained Table which shows the highest degree of

variation. The dominant motive is the one which makes the greatest contribution

(Bartholomew, 2006).

Then, in the Rotated Component Matrix, it is also can be seen the value of the

factor loading. The higher value of factor loading, it indicates that a variable is

closely related with the factor (Walker & Maddan, 2009). Factor loading

represents how big correlation between the factors with the variable.

35

CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1 Data Analysis

4.1.1 Descriptive Analysis

4.1.1.1 Respondent Profile

This research is focused to know attendee motivation to visit a fashion, food and

craft event/exhibition in Jakarta. Therefore, the questionnaire only targeted

people who have been attended fashion, food and craft event/exhibition that

located in Jakarta and it was opened for both male and female, with age above 18

years old. The questionnaire itself was spread through online through social media

and also offline.

As mentioned before, the target sample size required is 240, before respondents

answer all the question, we asked the first “Have you ever been visited fashion,

food and craft event/exhibition in Jakarta before?”. However, from 286

respondents that completed the questionnaire, there are 36 respondents that never

been visit fashion, food and event/exhibition before. Therefore, there are 250

Figure 4.1

Respondents Visitation Distribution Chart

Source: Primary Data

No

12.6%

Yes

87.4%

36

4.1.1.1.1 Respondent’s Gender

Figure 4.2

Respondents by Gender Distribution Chart


Figure 4.2 shows the information about gender distribution. Most respondents

were 58 % female with 145 respondents, followed by 42% were male with 105

respondents.

4.1.1.1.2 Respondents’s Age

Figure 4.3

Respondents by Age Distribution Chart


Female

58%

Male

42%

36-45 years old

14%

46-55 years old

5.2%

18-25 years old

60.4%

26-35 years old

20.4%

37

As can be seen in Figure 4.3, the major numbers of respondents were in range age

of 18-25 years old with 151 respondents (60.4%) from total 250 respondents.

Followed by age 26-35 years old with 51 respondents (20.4%), 36-45 years old

with 35 respondents (14%), 46-55 years old with 13 respondents (5.2%) and there

were no respondents in the more than 65 years old.

4.1.1.1.3 Respondent’s Domicile

Figure 4.4

Respondents by Domicile Distribution Chart


Since the sampling technique of this research was purposive sampling, the

respondents might come from different cities as long as they have been visited to

fashion, food and craft event/exhibition in Jakarta. But, the main focus is

attendees from Jabodetabek. From 250 respondents, the highest number of

respondents were come from Jakarta with 87 respondents (34.8%), followed by 61

respondents (24.4%) from Bekasi, 35 (14%) respondents from Tangerang, 33

respondents (13.2%) from Depok, 16 respondents (6.4%) from Depok and 18

respondents (7.2% ) from other cities outside Jabodetabek such as Yogyakarta,

Surabaya, Semarang, Bandung and Pontianak.

Bekasi

24.4%

Other

7.2%

Jakarta

34.8%

Tangerang

14%

Depok

13.2%

Bogor

6.4%

38

4.1.1.1.4 Respondent’s Occupation

Figure 4.5

Respondents by Occupation Distribution Chart


Figure 4.5 above shows that most respondents concluded as university student

with 136 respondents (54.4%), followed by employee with 94 respondents

(37.6%), entrepreneur with 15 respondents (6%) and student with 5 respondents

(2%).

4.1.1.1.5 Respondent’s Visitation Behavior

Figure 4.6

Respondents by Frequency of Visitation Distribution Chart


Entrepreneur

6%

Student

2%

University

Student

54.4%

Employee

37.6%

5-10 times

9.6%

More than

10 times

1.2%

2-4 times

41.6%

First time

47.6%

39

From Figure 4.6 above shows that most of respondents with 119 respondents

(47.6%) have their first time to visit fashion, food and craft event/exhibition in

Jakarta. Followed by 104 respondents (41.6%) that has been visited for 2-4 times,

24 respondents (9.6%) has been visited 5-10 times and 3 respondents (1.2%)

visited more than 10 times.

Figure 4.7

Respondents by Accompaniment of Visitation Distribution Chart


The information from Figure 4.7 shows that most of respondents (143 respondents

or 57.2%) visited the fashion, food and craft event/exhibition with their friends.

Followed by 93 respondents (37.2%) visited with their family, and 11 respondents

(5.6%) visited the fashion, food and craft event/exhibition by themselves.

On my own

5.6%

With family

37.2%

With friends

57.2%

40

Figure 4.8

Respondents Based on Exhibition Categories


Researcher found that it is rare to find the event/exhibition that has one category

of event/exhibition only. Eventhough the concept event/exhibition is focusing in

one category as the main, but still there is also another category as the

complement to gain more attendees. Hence, at least there are two categories of

one event/exhibition.

The information from Figure 4.8 shows the respondents based on exhibition

categories about what is the name of fashion, food craft event/exhibition in

Jakarta that they have been visited. Researcher categorized the event/exhibition

that has the main category as the concept of event/exhibition and “Others” which

mean the event/exhibition has two or three of main category of event/exhibition.

From their responses, most of respondents visited event/exhibition that has two or

three event/exhibition categories, followed by Craft as the main category of

event/exhibition (44 respondents or 18%), then Fashion as the main category of

event/exhibition (13% respondents or 13%) and last is Food as the main category

of event/exhibition (16 respondents or 6%).

Others

63%

Fashion

13%

Food

6%

Craft

18%

41

4.1.2 Respondents’ Response Frequency Distribution

Table 4.1

Socialization Data Frequency Distribution Summary

Socialization

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

By attending this

fashion, food and craft

event/exhibition I could

meet people with similar

interests

1

4%

6

2.4%

15

5.9%

46

18.2%

86

34%

78

30.8%

18

7.1%

By attending this


event/exhibition I can

talk about when I got

home

2

0.8%

5

2%

16

6.3%

37

14.6%

115

45.5%

62

24.5%

13

5.1%


Table 4.1 presents the data summary of each respondent’s responds toward each

Socialization motive. The highest tendency of both Socialization motive

questions is in scale-5, somewhat agree, means the respondents were somewhat

agree that by attending fashion, food and craft event/exhibition they could meet

people with similar interests (34%) and they also somewhat agree that by

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

42

attending fashion, food and craft event/exhibition they can talk about when they

got home (45.5%).

Table 4.2

Prestige Data Frequency Distribution Summary

Prestige

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

Attending this fashion,

food and craft

event/exhibition would

impress my friends and

my family

7

2.8%

7

2.8%

39

15.4%

48

19%

88

34.8%

51

20.2%

10

4%

By attending this


event/exhibition I could

increase my social

status

9

3.6%

12

4.7%

37

14.6%

54

21.3%

64

25.3%

57

22.5%

17

6.7%


Table 4.2 presents the data summary of each respondent’s level Prestige

questions. Most of the respondents (34.8%) were somewhat agree that by

attending the fashion, food and craft event/exhibition would impress their friends

and my family and also by attending this fashion, food and craft event/exhibition

they could increase their social status (25.3%)

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

43

Table 4.3

Entertainment Data Frequency Distribution Summary

Entertainment

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

I enjoy participating in

the activity of the event

while attending this


event/exhibition

0

0%

1

0.4%

19

7.5%

39

15.4%

88

34.8%

81

32%

22

8.7%

The atmosphere at this


event/exhibition makes

me want to visit

0

0%

2

0.8%

13

5.1%

31

12.3%

105

41.5%

79

31.2%

20

7.9%


Table 4.3 presents the data summary of each respondent’s level Entertainment

questions. The major respondent’s answers that they were somewhat agree that

they enjoy participating in the activity of the event while attending the fashion,

food and craft event/exhibition (34.8%) and respondent also said that the

atmosphere at the fashion, food and craft event/exhibition makes they want to

visit (41.5%).

1 3 4 2 6 7 5

Strongly

Disagree

Strongly Agree

44

Table 4.4

Relaxation Data Frequency Distribution Summary

Relaxation

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

By attending this


event/exhibition I get

away from daily life

stress

1

0.4%

6

2.4%

18

7.1%

33

13%

96

37.9%

78

30.8%

18

7.1%

Visiting this fashion,

food and craft

event/exhibition is for

me a form of relaxation

2

0.8%

6

2.4%

17

6.7%

30

11.9%

114

45.1%

67

26.5%

14

5.5%


food and craft


me feel relaxed

2

0.8%

6

2.4%

19

7.5%

33

13%

111

43.9%

65

25.7%

14

5.5%



Relaxation motive question. The highest tendency of those Relaxation motive

questions above is in scale-5, somewhat agree, means the respondents were

somewhat agree that by attending the fashion, food and craft event/exhibition they

get away from daily life stress (37.9%), by visiting this fashion, food and craft

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

45

event/exhibition is for them a form of relaxation (45.1%) and they also somewhat

agree that by attending the fashion, food and craft event/exhibition makes them

feel relaxed (43.9%).

Table 4.5

Escapism Data Frequency Distribution Summary

Escapism

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

By attending this


event/exhibition, I visit

a place that I have not

visited before

2

0.8%

5

2%

17

6.7%

31

12.3%

94

37.2%

78

30.8%

23

9.1%


food and craft

event/exhibition gives

me an opportunity to

enjoy a day out

1

4%

1

4%

17

6.7%

18

7.1%

94

37.2%

88

34.8%

31

12.3%


food and craft


me satisfy the desire to

be somewhere else

0

0%

4

1.6%

20

7.9%

27

10.7%

103

40.7%

82

32.4%

14

5.5%


1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

46

Table 4.5 shows the data summary of each respondent’s level of Escapism motive.

Most of the respondents (37.2%) somewhat agree that by attending the fashion,

food and craft event/exhibition, they visit a place that they have not visited before.

Respondents also said that attending the fashion, food and craft event/exhibition

gives them an opportunity to enjoy a day out (37.2%) and it makes them satisfy

their desire to be somewhere else (40.7%).

Table 4.6 below presents the data summary of each respondent’s responds toward

each Novelty question. The highest tendency of those Novelty questions above is

in scale-5, somewhat agree, means the respondents are somewhat agree that they

attend the fashion, food and craft event/exhibition because it is always been a

dream for them (24.1%), they also attend the fashion, food and craft

event/exhibition to see some famous persons (actors or artists) (32%) and most

respondents said that the fashion, food and craft event/exhibition is the only

reason they travelled towards the destination (30.8%)

Table 4.6

Novelty Data Frequency Distribution Summary

Novelty

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

I attend this fashion,

food and craft

event/exhibition

because it is always

been a dream for me

11

4.3%

20

7.9%

46

18.2%

48

19%

61

24.1%

53

20.9%

11

4.3%


food and craft

event/exhibition to

see some famous

persons (actors or

12

4.7%

19

7.5%

31

12.3%

41

16.2%

81

32%

52

20.6%

14

5.5%

47

artists)

This fashion, food and

craft event/exhibition

is the only reason I

travelled towards the

destination

1

0.4%

21

8.3%

35

13.8%

51

20.2%

78

30.8%

48

19%

16

6.3%


Table 4.7

Self-development Data Frequency Distribution Summary

Self-development

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)


food and craft

event/exhibition

because I would like to

learn more knowledge

about this event

0

0%

7

2.8%

28

11.1%

52

20.6%

95

37.5%

57

22.5%

11

4.3%


food and craft


me realize to be a

fashionable person or

get an experience in

2

0.8%

9

3.6%

25

9.9%

32

12.6%

102

40.3%

64

25.3%

16

6.3%

1 3 4 2 6 7 5

Strongly

Disagree Strongly

Agree

48

culinary


Table 4.7 shows the data summary of each respondent’s level of Self-development

motive. Most of the respondents (37.5%) somewhat agree that they attend the

fashion, food and craft event/exhibition because they would like to learn more

knowledge about the event. Respondents also said that by attending the fashion,

food and craft event/exhibition makes they realize to be a fashionable person or

get an experience in culinary (40.3%).

Table 4.8

Location Data Frequency Distribution Summary

Location

Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

I would like to

experience the

environment of the

location where this



2

0.8%

4

1.6%

32

12.6%

48

19%

101

39.9%

54

21.3%

9

3.6%

The beauty of the


event/exhibition

location makes me

want to visit this event

1

0.4%

6

2.4%

35

13.8%

39

15.4%

86

34%

67

26.5%

16

6.3%

1 3 4 2 6 7 5

Strongly

Disagree

Strongly Agree

49



Location motive question. The highest tendency of both Location questions above

is in scale-5, means the respondents are somewhat agree that they would like to

experience the environment of the location where the fashion, food and craft

event/exhibition is held (39.9%) and they also said that because the beauty of the

fashion, food and craft event/exhibition location makes them want to visit this

event (34%)

Table 4.9

Easy Access & Affordable Data Frequency Distribution Summary


Questions

1 2 3 4 5 6 7

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

F

(%)

The inexpensiveness

price level makes me

want to visit this


event/exhibition

3

1.2%

1

0.4%

11

4.3%

36

14.2%

100

39.5%

7.4

29.2%

25

9.9%

The ease of

transportation makes me

want to visit this


1

0.4%

4

1.6%

15

5.9%

36

14.2%

103

40.7%

66

26.1%

25

9.9%

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

50

event/exhibition


Table 4.9 shows the data summary of each respondent’s level of Easy Access &

Affordable motive. Most of the respondents (39.5%) somewhat agree that the

inexpensiveness price level makes them want to visit the fashion, food and craft

event/exhibition and also because the ease of transportation makes them want to

visit the fashion, food and craft event/exhibition (40.7%).

4.1.3 Factor Analysis

In order to check the validity of the data, the researchers used Kaiser-Meyer-

Olkin Measure of Sampling Adequacy (KMO-MSA), Communalities, and Total

of Variance.

4.1.3.1 Validity Test

Table 4.10

KMO-MSA Barlett’s Test Push Motivation

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,749

Bartlett's Test of Sphericity

Approx. Chi-Square 1492,526

df 66

Sig. ,000

Source: Statistical Software Output

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

51

In order to pass the validity test, the value of KMO-MSA Barlett’s Test should be

≥ 0.5. As can be seen from Table 4.10, the value of KMO-MSA Barlett’s Test is

0.749 with the significance value is 0.000. Therefore, the push motivation passed

the requirement since value of KMO is above 0.5 (0.749 > 0.5) with the

significance value 0.000 and can be analyze further.

Table 4.11

KMO-MSA Barlett’s Test Pull Motivation

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,746

Bartlett's Test of Sphericity

Approx. Chi-Square 537,495

df 36

Sig. ,000


From Table 4.11, it can be seen that the value of KMO-MSA is 0.746 with the

significance value 0.000. It means that KMO of Pull Motivation also passed the

requirement since 0.746 is above 0.5 (0.746 > 0.5).

Thus, both variables can continue to be analyzed further, which is the

communalities test.

52

Table 4.12

Communalities Test of Push Motivation


From Table 4.12, it can be seen that there are the communalities values from 12

questions from total 14 questions. There are 2 questions from push motivation in

the Socialization motive was deleted from the construct. The first question, S3,

has been deleted because the extraction value is below 0.5 which did not pass the

requirement because the extraction value should be greater than 0.5

(communalities value > 0.5). Meanwhile, the second question which is S4 has

been deleted because the Rotated Component Matrix that will be explained later.

Communalities

Initial Extraction

S1 1,000 ,826

S2 1,000 ,827

P1 1,000 ,805

P2 1,000 ,786

En1 1,000 ,731

En2 1,000 ,761

R1 1,000 ,680

R2 1,000 ,933

R3 1,000 ,940

Es1 1,000 ,617

Es2 1,000 ,637

Es3 1,000 ,751

Extraction Method: Principal

Component Analysis.

53

Table 4.13

Communalities Test of Pull Motivation

Communalities

Initial Extraction

N1 1,000 ,717

N2 1,000 ,644

N3 1,000 ,604

Sd1 1,000 ,725

Sd2 1,000 ,806

L1 1,000 ,794

L2 1,000 ,797

EA1 1,000 ,748

EA2 1,000 ,734


Component Analysis.


It clearly seen from Table 4.13, there is 1 question that has been deleted which is

from Self-development motive, Sd3, because the Rotated Component Matrix

factor that will be explained later. The next step is to see the Total Variance

Explained.

54

Table 4.14

Total Variance Explained Test of Push Motivation


From Table 4.14 above, it can be seen that the push motivation cumulative

percentage of Rotation Sums of Squared Loading is 77.458% which indicates

good result since it is greater minimum requirement, 60% (77.458%>60%)

Total Variance Explained

Comp

onent

Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Varian

ce

Cumulativ

e %

Total % of

Varian

ce

Cumulativ

e %

Total % of

Varianc

e

Cumulativ

e %

1 4,166 34,716 34,716 4,166 34,716 34,716 2,547 21,227 21,227

2 1,682 14,018 48,734 1,682 14,018 48,734 1,962 16,351 37,579

3 1,456 12,134 60,869 1,456 12,134 60,869 1,663 13,855 51,433

4 1,023 8,528 69,396 1,023 8,528 69,396 1,613 13,442 64,875

5 ,967 8,062 77,458 ,967 8,062 77,458 1,510 12,584 77,458

6 ,573 4,772 82,231

7 ,516 4,303 86,533

8 ,449 3,741 90,274

9 ,413 3,443 93,717

10 ,403 3,355 97,073

11 ,320 2,669 99,742

12 ,031 ,258 100,000

Extraction Method: Principal Component Analysis.

55

Table 4.15

Total Variance Explained Test of Pull Motivation

Total Variance Explained

Comp

onent

Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Varian

ce

Cumulativ

e %

Total % of

Varian

ce

Cumulativ

e %

Total % of

Varianc

e

Cumulativ

e %

1 3,192 35,464 35,464 3,192 35,464 35,464 1,991 22,127 22,127

2 1,322 14,690 50,154 1,322 14,690 50,154 1,595 17,718 39,845

3 1,099 12,209 62,363 1,099 12,209 62,363 1,556 17,293 57,138

4 ,958 10,646 73,009 ,958 10,646 73,009 1,428 15,871 73,009

5 ,605 6,726 79,736

6 ,548 6,092 85,828

7 ,484 5,381 91,209

8 ,408 4,537 95,746

9 ,383 4,254 100,000



From Table 4.15 above, it is also can be seen that the pull motivation cumulative

percentage of Rotation Sums of Squared Loading is 73.009% which passed the

requirement that the value of cumulative percentage is greater than 60%

(73.009%>60%)

56

Table 4.16

Rotated Component Matrix Test of Push Motivation

Rotated Component Matrixa

Component

1 2 3 4 5

R3 ,932

R2 ,925

R1 ,728

Es3 ,813

Es2 ,723

Es1 ,710

S1 ,908

S2 ,905

P1 ,885

P2 ,857

En2 ,838

En1 ,796


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.


Table of Rotated Component Matrix 4.16 above shows the contribution of the

motives. There are 5 motives, in which each component consisted of one motive

and the value should be greater than 0.5. In component 1, it is consists of

Relaxation motive with three questions. Component 2 consists of Escapism

motive with three questions. Component 3 consists of Socialization motive with

two questions which are S1 and S2 while S4 should be deleted because the double

loadings. Component 4 consists of Prestige motive with two questions. Last,

component 5 consists of Entertainment motive with two questions.

57

Table 4.17

Rotated Component Matrix Test of Pull Motivation


Component

1 2 3 4

N1 ,835

N2 ,787

N3 ,721

L2 ,858

L1 ,856

EA1 ,848

EA2 ,819

Sd2 ,868

Sd1 ,750





Table of Rotated Component Matrix 4.17 above shows the contribution of the

motives. Each component consisted of one motive and the value should be

greater than 0.5. In component 1, it is consists of Novelty motive with three

questions. Component 2 consists of Location motive with two questions.

Component 3 consists of Easy Access & Affordable motive with two questions

and followed by Component 4 that consists of Self-development motive with two

questions which is Sd1 and Sd2 while Sd3 should be deleted because the double

loadings.

4.1.3.2 Reliability Test

From the validity test conducted in the previous section above, there are 2

questions from push motivation which part of Socialization motive that should be

deleted from the construct. Therefore, there are 12 questions that has been

58

extracted that can be seen from Table 4.18 and have to be tested using Cronbach’s

Alpha

Table 4.18

Extracted Validity Test of Push Motivation

Source: Summarized from Statistical Software Output

Table 4.19

Push Motivation Reliability Statistics


As can be seen from Table 4.19, all motives above in push motivation are reliable

since the Cronbach’s Alpha values are more than 0.5. Therefore, the final

Push Motivation

No Motive Questions

1. Socialization S1, S2

2. Prestige P1, P2

3. Entertainment En1, En2

4. Relaxation R1, R2, R3

5. Escapism Es1, Es2, Es3

Push Motivation

No Motive Cronbach’s alpha N of Items

1. Socialization 0.787 2

2. Prestige 0.732 2

3. Entertainment 0.649 2

4. Relaxation 0.906 3

5. Escapism 0.726 3

59

questions and motives of push motivation that will be involved in this research are

presented in Table 4.20.

Table 4.20

Motives of Push Motivation before Extraction

No Push Motives

Socialization

1 By attending this fashion, food and craft event/exhibition I could meet

people with similar interests

2 By attending this fashion, food and craft event/exhibition I can talk about

when I got home

3 Attending this fashion, food and craft event/exhibition event, for me is

a form of socialization

4 Attending this fashion, food and craft event/exhibition gives me an

opportunity to meet new people

Prestige

5 Attending this fashion, food and craft event/exhibition would impress my

friends and my family

6 By attending this fashion, food and craft event/exhibition I could increase

my social status

Entertainment

7 I enjoy participating in the activity of the event while attending this


8 The atmosphere at this fashion, food and craft event/exhibition makes me

want to visit

Relaxation

9 By attending this fashion, food and craft event/exhibition I get away from

daily life stress

10 Visiting this fashion, food and craft event/exhibition is for me a form of

relaxation

11 Attending this fashion, food and craft event/exhibition makes me feel

60

Table 4.21

Extracted Motives of Push Motivation

relaxed

Escapism

12 By attending this fashion, food and craft event/exhibition, I visit a place

that I have not visited before


opportunity to enjoy a day out

14 Attending this fashion, food and craft event/exhibition makes me satisfy

the desire to be somewhere else

No Push Motives

Socialization

1 By attending this fashion, food and craft event/exhibition I could meet

people with similar interests

2 By attending this fashion, food and craft event/exhibition I can talk about

when I got home

Prestige

5 Attending this fashion, food and craft event/exhibition would impress my

friends and my family

6 By attending this fashion, food and craft event/exhibition I could increase

my social status

Entertainment

7 I enjoy participating in the activity of the event while attending this


8 The atmosphere at this fashion, food and craft event/exhibition makes me

want to visit

Relaxation

9 By attending this fashion, food and craft event/exhibition I get away from

daily life stress

61


From the validity test conducted in the previous section above, in Pull Motivation,

there is 1 question from Pull Motivation which part of Self-development motive

should be deleted from the construct. Therefore, there are 9 questions that have

been extracted and can be seen from Table 4.21 and have to be tested using

Cronbach’s Alpha.

Table 4.22

Extracted Validity Test of Pull Motivation


10 Visiting this fashion, food and craft event/exhibition is for me a form of

relaxation

11 Attending this fashion, food and craft event/exhibition makes me feel

relaxed

Escapism

12 By attending this fashion, food and craft event/exhibition, I visit a place

that I have not visited before


opportunity to enjoy a day out

14 Attending this fashion, food and craft event/exhibition makes me satisfy

the desire to be somewhere else

Pull Motivation

No Motive Questions

1. Novelty N1, N2, N3

2. Self-development Sd1, Sd2

3. Location L1, L2

4. Easy Access & Affordable EA1, EA2

62

Table 4.23

Pull Motivation Reliability Statistics


Table 4.24

Motives of Push Motivation before Extraction

Pull Motivation

No Motive Cronbach’s alpha N of Items

1. Novelty 0.727 3

2. Self-development 0.623 2

3. Location 0.736 2

4. Easy Access & Affordable 0.662 2

No Pull Motivation

Novelty

1 I attend this fashion, food and craft event/exhibition because it has always

been a dream for me

2 I attend this fashion, food and craft event/exhibition to see some famous

persons (actors or artists)

3 This fashion, food and craft event/exhibition is the only reason I travelled

towards the destination

Self-development

4 I attend this fashion, food and craft event/exhibition because I would like

to learn more knowledge about this event

5 Attending this fashion, food and craft event/exhibition makes me realize to

be a fashionable person or get an experience in culinary

6 I would like to learn something about the destination where this

fashion, food and craft event/exhibition is held

63

Table 4.25

Extracted Motives of Pull Motivation

Location

7 I would like to experience the environment of the location where this


8 The beauty of the fashion, food and craft event/exhibition location makes

me want to visit this event


9 The inexpensiveness price level makes me want to visit this fashion, food

and craft event/exhibition

10 The ease of transportation makes me want to visit this fashion, food and


No Pull Motivation

Novelty

1 I attend this fashion, food and craft event/exhibition because it is always

been a dream for me

2 I attend this fashion, food and craft event/exhibition to see some famous

persons (actors or artists)

3 This fashion, food and craft event/exhibition is the only reason I travelled

towards the destination

Self-development

4 I attend this fashion, food and craft event/exhibition because I would like

to learn more knowledge about this event

5 Attending this fashion, food and craft event/exhibition makes me realize to

be a fashionable person or get an experience in culinary

Location

6 I would like to experience the environment of the location where this


7 The beauty of the fashion, food and craft event/exhibition location makes

64


After the extraction of the validity test, there is 1 question that should be deducted

which is from Self-development motive, Sd3. By using reliability test, it can be

seen that all factors in pull motivation are also reliable since the value of

Cronbach’s Alpha is greater than 0.5. Therefore, the questions that will be used

for pull motivation are presented in Table 4.23 above.

4.1.3.3 Dominant Motive

Table 4.26

Push Motivation Total Variance Explained Summary

Motives Loading Variance

Motive 1: Relaxation 34.716

Attending this fashion, food and craft

event/exhibition makes me feel relaxed

.932

Visiting this fashion, food and craft

event/exhibition is for me a form of relaxation

.926

By attending this fashion, food and craft

event/exhibition I get away from daily life stress

.728

Motive 2: Escapism 14.018


event/exhibition makes me satisfy the desire to

.813

me want to visit this event


8 The inexpensiveness price level makes me want to visit this fashion, food


9 The ease of transportation makes me want to visit this fashion, food and


65

be somewhere else


event/exhibition gives me an opportunity to

enjoy a day out

.723


event/exhibition, I visit a place that I have not

visited before

.710

Motive 3: Socialization 12.134


event/exhibition I could meet people with

similar interests

.908


event/exhibition I can talk about when I got

home

.905

Motive 4: Prestige 8.528


event/exhibition would impress my friends and

my family

.885


event/exhibition I could increase my social status

.857

Motive 5: Entertainment 8.062

The atmosphere at this fashion, food and craft

event/exhibition makes me want to visit

.838

I enjoy participating in the activity of the event

while attending this fashion, food and craft

event/exhibition

.796

Source: Summarized by Researcher from Statistical Software Output

66

According to previous research conducted by Chen & Mo (2014), there are 5

factors that underline the push motivation; there are Socialization, Prestige,

Entertainment, Relaxation and Escapism. To see which one of the most dominant

motive from push motivation, it can be seen from the percentage of variance in

Table of Total Variance Explained that summarize in Table 4.24 above. Based on

the Table 4.24, it concludes that Relaxation motive explained 34.716%, which it is

the biggest percentage of variance that makes Relaxation is the dominant motive

of attendee motivation to visit fashion, food and craft event/exhibition. It

demonstrates that attendee visit the fashion, food and craft event/exhibition to feel

relax and relinquish stress from their daily life. Then, the second dominant

motive is Escapism that explained 14.018% of variance. It indicates that fashion,

food and craft event/exhibition attendee would like to fulfill their desire to be

somewhere else and enjoy the day out by attending the event.

Table 4.27

Pull Motivation Total Variance Explained Summary

Motives Loading Variance

Motive 1: Novelty 35.464

I attend this fashion, food and craft

event/exhibition because it is always been a dream

for me

.835


event/exhibition to see some famous persons

(actors or artists)

.787

This fashion, food and craft event/exhibition is the

only reason I travelled towards the destination

.721

Motive 2: Location 14.690

The beauty of the fashion, food and craft

event/exhibition location makes me want to visit

.858

67

this event

I would like to experience the environment of the

location where this fashion, food and craft


.856

Motive 3: Easy Access & Affordability 12.209

The inexpensiveness price level makes me want to

visit this fashion, food and craft event/exhibition

.848

The ease of transportation makes me want to visit

this fashion, food and craft event/exhibition

.819

Motive 4: Self-development 10.646


event/exhibition makes me realize to be a

fashionable person or get an experience in

culinary

.868


event/exhibition because I would like to learn

more knowledge about this event

.750

Source: Summarized by Researcher from Statistical Software Output

According to previous research conducted by Chen & Mo (2014), there are 4

motives that underline the pull motivation; there are Novelty, Self-development,

Location and Easy Access & Affordable. Same thing with Push Motivation, to

see which one of the most dominant motive from pull motivation from total

variance explained. Based on the Table 4.25, it concludes that Novelty explained

35.464% of variance that makes Novelty is the most dominant motive since it has

higher number of variance percentage. It reflects that attendee seeking for the

variety of new things and wants to have unusual experience that not happened in

the daily life like meeting famous people. Then, the second most important is

Location that explained 14.690% that reflects the fashion, food and craft

event/exhibition attendee are pulled by the attractive of location.

68

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

This research studied about the attendee motivation that drives them to visit

fashion, food and craft event/exhibition and presents the dominant motive for

attendees to visit fashion, food and craft event/exhibition. The motivation itself

divided by two which are push motivation that divided again into 5 motives and

pull motivation that divided by 4 motives and already analyzed to determine

which the dominant motive from both factors are by using factor analysis. From

this research, there are several conclusions as follows:

1. Based on analysis, the result shows that from push motivation, Relaxation is

the most dominant motive for attendees to visit fashion, food and craft

event/exhibition.

2. Based on analysis, the result shows from pull motivation, Novelty is the most

dominant motive for attendees to visit fashion, food and craft event/exhibition.

5.2 Recommendation

1. For Academic and Following Researchers

a. The review of the literature in this study is more discussed about attendee

motivation in tourism location and cultural event in another country. It is

rare to find the related topic that discussed about event/exhibition in

Indonesia, especially in creative industry. Therefore, it is better if future

research can replicate this research to study more about another type of

industry of event/exhibition or same industry in different location in

Indonesia.

69

b. Further research can also focus on one of on-going event/exhibition to

investigate attendee motivation to visit that event/exhibition. So it will be

more structural for research sampling and significance of the study.

Moreover, the researcher recommends that measuring event/exhibition

motivation might be better with using both quantitative and qualitative

instruments to have more valid and better analysis by asking directly to the

attendee of the event/exhibition and by using both measurements it might

also reveal another motives of attendees’ motivation to visit the fashion,

food and craft exhibition.

2. For Event Organizer

A successful matching of attendees’ motives is essential for a marketing

strategy to promote the event, and the careful study of the motives are useful in

segmenting markets, designing promotional programs, and decision-making

about event development. Therefore, with this research, it is better for

organizer to plan the event/exhibition that match with the attendees’ needs

before make a strong and effective marketing plan and tools. This will help

organizer to understand their needs and do the promotion that can attract more

attendees to come and success the event/exhibition. By understanding this, the

organizer can also make attendees, exhibitors and other stakeholders satisfy

and repeat the event/exhibition. Since the result of the dominant motives are

Relaxation and Novelty which mean that they want to experience the new

things from attendees’ daily lives, the organizer may create the new concept

with relaxing atmosphere of the event/exhibition, set the different yet attractive

location to conduct the event/exhibition, make the entertainment spot and other

interesting activities and so on that may give different experience that they

cannot get in other fashion, food and craft event/exhibition. That unusual thing

about the event/exhibition may not only can attract attendee to visit, but also

can become a trademark of the event/exhibition itself.

70

3. For Researcher

The researcher should give more detail information about fashion, food and

craft event/exhibition that held in Jakarta in 2015 that lack of attendees by

mention about the exact number of attendees that come and the opinion from

event’s exhibitor. It is also better to study about fashion, food and craft

event/exhibition by also analyze the relation with demographic profile, since

the respondent is not only from Jakarta, but the majorities are from

Jabodetabek. So, the research or study can be more complexes and give more

information about the attendee motivation response.

71

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Appendix 1

Questionnaire

An Analysis of Attendee’s Push and Pull Motivations to Visit Fashion, Food

and Craft Event/Exhibition in Jakarta

Hello, my name is Ella. I am a student from President University and I am

currently conducting a survey about the attendee’s push and pull motivation

motives to visit fashion, food and craft event/exhibition as part of my bachelor

thesis research. Please answer all questions as there is no right or wrong answer,

just your opinions. The result of this survey will only be used to conduct a

statistical analysis. Your participation is greatly appreciated and helpful.

Attendee Profile

1. Have you visited the fashion, food and craft event/exhibition in Jakarta

before?

□ Yes

□ No

2. What is your gender?

Male Female

3. What is your age?

18-25 years old 26-35 years old

36-45 years old 46-55 years old

56-65 years old More than 65 years old

4. Where is your domicile?

Jakarta Tangerang

Bogor Bekasi

Depok Other:_________________

78

5. What is your main occupation?

Student

University Student

Employee

Entrepreneur

Other:______ (please specify)

6. What fashion, food and craft event/exhibition in Jakarta that you visited

recently?

(e.g: Market Museum, INACRAFT, Jakarta Fair, SMESCO Festival, etc)

7. How many times have you been to the fashion, food and craft

event/exhibition in Jakarta that you mentioned before?

□ First time

□ 2- 4 times

□ 5-10 times

□ More than 10 times

8. With whom you usually go to the fashion, food and craft event/exhibition

in Jakarta exhibition?

□ On my own

□ With family

□ With friends

□ Others:__________

Please think carefully about the fashion, food and craft event/exhibition that you

have visited recently in Jakarta. Then, evaluate each point in the lists of factors

that may motivate you to visita fashion, food and craft event/exhibition below

by checking on a scale of 1 to 7, where 1 is Strongly Disagree and 7 is Strongly

Agree.

79

No Push Factor 1 2 3 4 5 6 7

Socialization

1 By attending fashion, food and

craft event/exhibition I could

meet people with similar

interests

2 By attending fashion, food and

craft event/exhibition I can talk

about when I got home

3 Attending this fashion, food and

craft event/exhibition event, for

me is a form of socialization


craft event/exhibition gives me

an opportunity to meet new

people

Prestige


craft event/exhibition would

impress my friends and my

family

6 By attending this fashion, food

and craft event/exhibition I could

increase my social status

Entertainment

7 I enjoy participating in the

activity of the event while

1 3 4 2 6 7 5

Strongly

Disagree

Strongly

Agree

80

attending this fashion, food and


8 The atmosphere at this fashion,

food and craft event/exhibition

makes me want to visit

Relaxation


and craft event/exhibition I get

away from daily life stress

10 Visiting this fashion, food and

craft event/exhibition is for me a

form of relaxation


craft event/exhibition makes me

feel relaxed

Escapism


and craft event/exhibition, I visit

a place that I have not visited

before


craft event/exhibition gives me

an opportunity to enjoy a day out



satisfy the desire to be

somewhere else

81

No Pull Factor 1 2 3 4 5 6 7

Novelty

1 I attend this fashion, food and

craft event/exhibition because it

is always been a dream for me

2 I attend this fashion and food

event/exhibition to see some

famous persons (actors or

artists)

3 This fashion, food and craft

event/exhibition is the only

reason I travelled towards the

destination

Self-development

4 I attend this fashion, food and

craft event/exhibition because I

would like to learn more

knowledge about this event



realize to be a fashionable

person or get an experience in

culinary

6 I would like to learn something

about the destination where this



Location

7 I would like to experience the

environment of the location

where this fashion, food and

craft event/exhibition is held

82

8 The beauty of the fashion, food


location makes me want to visit

this event

Easy Access and Affordable

9 The inexpensiveness price level

makes me want to visit this


event/exhibition

10 The ease of transportation

makes me want to visit this


event/exhibition

83

Appendix 2

Question 6 Responses

Respondent Event/ Exhibition

1 Market Museum

2 Jakarta Fair

3 Jakarta Fashion & Food Festival

4 Jakcloth

5 Jakcloth

6 Jakarta Fair

7 Jakarta Fashion & Food Festival, Jakcloth

8 Jakarta Fair

9 Market museum, Inacraft, Jakarta Fair, Smesco, Jakcloth

10 JakCloth, Jakarta Culinary Passport

11 Market Museum

12 Indocraft

13 JakCloth, Jakarta Fair, Market Museum

14 Jakarta Fair

15 Market Museum, Jakcloth

16 Market Museum

17 Jakarta Fair

18 Jakcloth

19 Inacraft

20 Market Museum, Pop Up Market, Hipe

21 Jakarta Fair, Market Museum

22 Femina Fest

23 Jakarta Fair

24 Jakarta Fair

25 Market Museum, Jakarta Fair, Jakcloth

26 Jakarta Fair

27 Market Museum

28 Jakarta Fashion Week

29 Jakarta Fair

30 Jakarta Fair

31 Market Museum

32 Jakarta Fashion Week and Pop Up Market

33 Market Museum, Popup Event in Kota Kasablanka


35 Inacraft

36 Pekan Produk Kreatif 2015

37 Jakarta Fair

38 Inacraft, Jakarta Fair, Smesco Festival

39 Inacraft

84

40 Jakarta Fair

41 Jakarta Fair

42 Jakarta Fair

43 Inacraft

44 Market Museum

45 Market museum, Brightspot Market, LocalFest

46 LocalFest, Market Museum, Jakcloth

47 Adikriya Indonesia

48 Jakarta fair

49 Market Museum

50 Jakarta fair


52 JakCloth

53 Jakarta Fair

54 Pop Up Market

55 Market Museum

56 Local Fest

57 Jakarta Fair

58 Pop Up Market

59 Trade market, Inacraft, Jakarta Fair

60 JakCloth, LocalFest


62 Market Museum, Inacraft, Jakarta Fair


64 Jakcloth, Haiday

65 Jakarta Fair, JakCloth, Jajanan Nusantara

66 Jakarta Fair

67 Jakcloth

68 Market Museum, JakCloth

69 Jakarta Fair

70 Jakarta fair, JakCloth

71 Jakarta Fair

72 Inacraft

73 Jakarta Fair

74 Jakarta Fair

75 Pop Up Market, Food Escape

76 Market Museum, Jeff, Jakcloth etc

77 Jakcloth

78 Jakarta Fair

79 Jakarta Fair

80 Jakarta Fair

81 Jakarta Fair, JakCloth, JFFF

82 Finders Fair

83 Market Museum

84 Market Museum, Jakarta Fair

85 Jakarta Fair

85

86 Finders Fair

87 JakCloth

88 Jakarta Fair

89 JakartaFair

90 JakCloth

91 JakCloth

92 JakCloth

93 JakCloth

94 Hype

95 Jakarta Fair

96 Marker Museum

97 Inacraft

98 Jakarta Fair, Jakcloth

99 Jakarta Fair, Market Museum, Ilovebazaar Jakarta, Pop Up

Market, Finders Fair

100 Brightspot market

101 Adikriya Indonesia

102 Jakarta Fair

103 Jakarta fair

104 Jakarta Fair

105 HYPE di PIK

106 Jakarta Fair

107 Jakarta Islamic Fair

108 JakCloth

109 Market Museum, Jakcloth, etc.

110 Adikriya

111 Market museum, pop up market, entreexpo, etc

112 INACRAFT and Jakarta Fair

113 JFFF, JFW, Market museum, Brightspot

114 Inacraft

115 JakCloth

116 Pop up market

117 Entre Expo

118 Market Museum

119 Jakarta Fair

120 Jakarta Fair

121 Jakarta Fair

122 INACRAFT

123 Jakarta fair

124 Jakarta Fashion Week

125 Pameran Tembikar

126 Inacraft

127 Inacraft

128 Jakcloth, Inacraft, Pop Up Market

129 Jakarta Fair

130 Jakarta Fair

86

131 Pop Up Market

132 Inacraft

133 Market museum

134 Inacraft

135 Inacraft

136 Market museum

137 Inacraft

138 Jakarta fair

139 Smesco

140 Cibubur Food Vaganza, Jakarta Fair

141 Market Museum

142 Indonesia Fashion Week

143 Jakarta Fair

144 Jakarta Fair

145 Pop Up Market

146 Pameran Nasional Karya Pemuda



149 I Love Bazaar Jakarta

150 Jakarta Fair

151 Cibubur Food Vaganza

152 Jakcloth

153 Market museum


155 Inacraft

156 Jakarta Fair

157 Inacraft


159 Smesco

160 Jakarta Fair

161 Indocraft

162 Pop up market

163 Kota tua fair

164 Smesco

165 Batik smesco

166 Pop up market


168 Tebakin

169 Festival batik & khas nusantara

170 Monas Fair

171 Inacraft

172 Press cold

173 Boys market

174 Boys market

175 Pameran nasional kemenpora

176 Pameran kemenpora

87

177 Cold Press

178 Jakarta Fair

179 Pameran monas

180 Sentra Barat Fair


182 Jakarta Fair

183 Pameran Sentra Barat

184 Indocraft


186 Jakarta Fair

187 Boys market




191 Jakarta Fair


193 Cold Press



196 Inacraft




200 Smesco

201 Pop up market

202 Go girl expo

203 Go girl expo

204 Brightspot market

205 Pluit Fest

206 Pop Up Market

207 Tematik

208 Smesco

209 Brightspot Market

210 Car Free Day Bazaar

211 Esmod fest

212 Jakcloth

213 Epicon

214 Epicon

215 Epicon

216 Epicon

217 Urban Market Jakarta

218 Urban Market

219 Epicon, Inacraft

220 Festival Transmart

221 Jakarta Fashion & Food Expo


88


224 Kampoeng Tempo Doloe

225 Smesco Fashion and Food Packaging

226 Pameran Smesco

227 Smesco

228 Pameran baju dan snack di Smesco, Jakarta

229 Pameran Tematik

230 Pameran Kementrian Industri

231 Jakarta Fair Kemayoran

232 Pameran Tradisional di JCC

233 Pop Up market


235 Jakcloth

236 Brightspot Market


238 Jakcloth lebaran

239 Epicon

240 Inacraft

241 Haiday

242 Jakarta Fair

243 Pameran Nusantara JCC

244 Inacraft

245 Tembikar

246 Jakarta Fair

247 Jakarta Fair Kemayoran

248 Pameran Khas Nusantara Smesco

249 Fashion & Food Packaging Expo


89

Appendix 3

Data Tabulation

a. Push Motivation

S1 S2 S3 S4 P1 P2 E1 E2 R1 R2 R3 Es1 Es2 Es3

6 5 6 5 5 4 6 5 7 6 6 5 6 5

6 4 6 6 6 6 7 7 6 5 5 7 6 6

5 6 5 7 7 5 6 6 6 5 5 6 6 6

4 4 4 5 5 7 7 7 7 7 7 4 7 7

4 4 3 4 4 4 4 4 5 5 5 5 5 5

4 3 5 5 2 3 3 3 3 3 3 3 4 3

6 6 5 6 5 5 6 6 6 6 6 5 6 6

5 5 4 6 5 5 5 5 3 3 3 2 5 5

6 6 6 4 6 6 6 6 6 6 6 6 6 6

6 6 5 5 3 4 6 6 5 5 5 5 7 6

6 5 6 4 5 5 5 5 5 5 5 4 6 5

2 2 5 3 5 1 3 2 2 1 1 3 3 4

4 1 4 4 4 5 6 5 6 6 6 6 6 5

2 7 2 4 4 4 7 7 7 7 7 7 7 7

7 2 5 4 4 5 5 5 4 4 4 6 5 5

6 6 6 1 1 1 4 4 7 7 7 4 6 5

5 4 3 4 4 3 3 3 4 4 4 4 3 4

4 4 4 4 4 4 5 5 5 5 5 5 5 5

6 7 7 5 5 6 7 7 3 2 2 5 5 6

6 5 7 6 6 6 4 5 6 6 6 6 7 6

5 5 6 4 4 3 4 5 4 4 4 6 6 6

7 6 7 7 7 7 7 7 7 7 7 7 7 7

6 4 7 5 5 5 7 6 7 7 7 6 7 6

6 6 5 5 5 5 7 7 6 6 6 5 6 6

90

4 5 4 5 5 4 6 6 6 6 6 6 5 5

5 4 4 6 6 3 6 5 6 6 6 4 3 3

5 3 3 4 4 3 6 7 6 6 6 3 6 6

7 7 7 6 6 7 7 7 7 7 7 7 7 7

2 5 4 3 3 3 4 4 4 4 4 5 5 5

5 5 5 3 3 4 5 5 5 5 5 7 7 7

3 3 4 4 4 4 4 3 2 2 2 2 2 3

6 5 6 6 6 6 6 6 6 6 6 6 6 6

4 4 2 1 1 1 5 5 5 4 4 5 6 3

4 3 5 4 4 4 5 5 6 6 6 5 6 6

5 3 3 3 3 1 4 3 2 2 2 3 3 3

5 6 6 2 2 2 6 5 6 6 6 6 6 6

5 6 5 4 4 4 5 5 6 6 6 5 5 5

5 5 6 6 6 4 5 4 5 5 5 5 5 5

4 4 5 5 5 4 4 4 5 5 5 5 4 4

2 3 3 3 3 3 5 5 5 5 5 2 3 3

5 4 3 3 3 2 6 5 4 5 5 6 5 3

6 4 6 6 6 3 6 5 2 2 2 1 1 2

6 5 3 3 3 2 4 5 3 3 3 3 3 3

5 5 7 5 5 7 5 5 5 5 5 6 6 6

6 6 4 6 6 7 4 6 4 5 5 4 5 2

7 5 6 6 6 6 3 5 7 7 7 5 6 6

4 4 5 5 5 4 4 4 5 5 5 5 4 4

5 5 6 5 5 5 4 5 5 5 5 4 5 6

6 5 4 5 5 5 6 6 6 5 5 4 6 5

3 4 4 5 5 4 5 5 5 5 5 5 5 5

5 5 6 5 5 5 6 6 6 6 6 6 6 6

5 5 6 5 5 6 6 6 5 5 5 6 6 5

6 6 4 4 4 4 6 6 6 6 6 5 6 6

5 5 3 4 4 3 7 5 6 5 5 4 6 6

5 3 4 4 4 4 3 3 4 3 3 3 3 4

91

4 4 7 5 5 4 5 4 7 7 7 7 7 4

3 5 5 5 5 4 6 4 6 5 5 6 6 6

4 5 6 3 3 4 4 5 5 5 5 6 7 5

5 4 5 3 3 3 7 6 6 6 6 7 7 6

4 5 5 4 4 3 5 5 4 4 4 6 4 5

6 5 4 6 6 6 6 6 5 5 5 3 6 6

6 4 5 4 4 2 7 6 7 6 6 6 6 6

6 5 4 3 3 3 5 7 6 3 3 6 3 6

5 6 5 4 4 3 5 5 4 5 5 4 5 4

4 4 6 4 4 2 5 5 4 2 2 5 4 5

5 4 4 3 3 2 5 6 5 4 4 5 5 5

4 6 4 5 5 6 5 5 5 5 5 5 5 5

5 5 6 5 5 5 6 6 4 5 5 7 6 6

6 4 4 3 3 3 4 5 5 5 5 4 5 4

3 3 5 3 3 3 7 7 7 6 6 4 6 5

4 5 5 5 5 6 5 6 5 6 6 7 6 5

5 5 4 5 5 4 6 6 6 6 6 6 6 6

4 4 6 1 1 1 3 6 6 7 7 7 6 6

4 6 5 3 3 3 5 5 5 5 5 3 5 5

4 5 5 4 4 5 6 5 6 6 6 4 5 4

5 4 3 4 4 4 5 6 5 4 4 5 7 4

5 4 5 6 6 4 7 6 6 5 5 5 5 4

4 5 3 4 4 4 4 4 4 4 4 5 5 5

5 5 5 5 5 5 5 5 5 5 5 5 5 5

4 6 5 4 4 4 5 6 5 5 5 6 6 6

5 6 4 3 3 5 6 6 6 5 5 6 5 7

4 6 5 5 5 3 6 7 7 5 5 6 6 6

6 6 6 6 6 6 6 6 3 3 3 6 6 6

5 6 6 5 5 5 6 6 6 6 6 6 6 6

3 4 4 4 4 4 4 4 4 4 4 4 4 4

6 7 6 6 6 5 4 5 5 6 6 7 7 6

92

6 6 6 6 6 6 6 6 6 6 6 6 6 6

4 5 4 3 3 3 5 6 5 5 5 5 6 5

4 6 3 1 1 2 3 5 6 5 5 4 6 5

4 5 5 4 4 5 5 5 4 4 4 5 5 5

7 5 6 5 5 4 6 6 6 6 6 6 5 5

6 6 5 5 5 6 5 5 4 4 4 5 6 5

4 4 3 4 4 5 6 6 5 6 6 5 6 5

3 5 3 4 4 3 5 5 5 5 5 5 5 4

4 5 5 3 3 3 5 4 5 5 5 5 5 4

6 6 5 3 3 5 6 5 5 5 5 5 6 5

6 6 7 3 3 3 6 7 6 7 7 6 7 7

5 4 4 4 4 4 4 6 4 4 4 1 6 5

6 6 5 5 5 6 5 6 5 6 6 6 6 6

5 5 6 5 5 5 6 5 5 5 5 5 5 6

5 6 4 4 4 4 5 5 6 5 5 5 5 5

4 3 2 1 1 1 3 3 5 5 5 5 5 3

4 5 7 1 1 2 5 7 2 3 3 6 5 2

6 5 6 4 4 4 3 5 5 5 5 6 7 5

4 7 4 2 2 4 6 5 5 5 5 6 6 6

7 7 7 7 7 7 7 7 7 7 7 7 7 7

5 5 5 6 6 5 5 5 5 5 5 5 5 5

4 4 4 5 5 3 5 4 4 4 4 3 5 3

6 6 4 6 6 5 7 6 5 5 5 5 6 6

6 5 7 4 4 4 6 6 6 6 6 5 6 4

3 5 4 3 3 4 5 6 6 5 5 3 5 5

4 6 5 5 5 4 5 6 6 5 5 7 7 6

5 6 5 1 1 1 6 6 1 1 1 2 5 2

4 4 6 4 4 5 3 5 5 5 5 5 5 4

5 4 4 6 6 6 5 6 5 5 5 5 6 5

4 6 4 2 2 2 4 5 4 3 3 2 6 3

5 5 6 5 5 6 7 5 7 4 4 7 7 7

93

6 4 4 3 3 2 6 7 5 5 5 3 6 6

3 3 5 4 4 1 6 6 5 6 6 6 7 5

4 5 5 4 4 3 5 5 6 6 6 4 5 5

5 5 4 2 2 2 4 4 7 5 5 7 6 4

4 4 6 4 4 5 7 6 7 6 6 7 7 7

4 6 5 4 4 5 4 5 5 4 4 5 5 5

4 5 5 5 5 5 4 5 5 5 5 5 5 6

2 6 2 2 2 1 3 4 4 4 4 5 4 3

6 5 4 6 6 4 5 5 4 4 4 4 7 6

4 4 4 4 4 4 4 4 4 4 4 4 4 4

4 4 4 4 4 4 4 4 3 3 3 4 3 5

6 5 4 6 6 3 5 7 6 5 5 7 5 6

3 5 6 5 5 6 7 6 3 5 5 5 5 5

6 5 4 5 5 3 6 5 6 6 6 6 6 6

7 7 7 7 6 6 6 6 5 6 6 5 7 5

5 5 5 5 3 5 5 7 5 6 6 5 3 4

5 4 6 4 5 7 6 5 6 6 6 5 5 3

7 6 4 5 6 6 6 5 7 5 5 3 5 3

6 6 5 6 7 6 5 6 6 5 5 6 6 6

5 6 6 3 3 3 5 4 2 5 5 5 6 6

6 5 7 5 5 5 2 6 3 5 5 5 6 6

6 7 5 5 5 3 5 5 6 5 5 6 5 6

6 2 3 3 3 5 5 5 6 5 5 6 5 7

5 6 7 3 3 6 6 5 4 5 5 6 6 7

6 6 5 6 6 6 7 5 6 5 5 7 6 5

6 3 5 6 6 5 6 6 6 6 6 5 5 5

3 5 6 5 5 4 5 6 5 7 7 6 6 5

6 7 4 5 5 6 6 5 3 6 6 5 6 5

6 5 7 5 5 6 5 5 4 5 5 6 5 5

5 6 6 5 5 7 5 6 6 5 5 6 5 6

6 6 6 5 5 6 6 5 6 5 5 6 7 6

94

6 7 5 6 6 6 5 6 6 3 3 6 6 5

7 6 5 4 4 3 6 6 6 5 5 6 6 7

5 5 4 3 3 3 4 5 5 5 5 5 5 5

3 3 5 5 5 6 5 5 6 5 5 6 5 6

6 5 4 4 4 3 5 4 6 6 6 6 6 6

6 5 6 5 5 4 5 6 5 4 4 6 5 5

5 4 6 6 6 5 6 4 6 5 5 6 6 5

5 6 5 6 6 4 5 5 5 6 6 5 7 5

4 4 6 6 6 6 5 6 6 6 6 6 6 6

5 4 4 3 3 6 5 6 6 5 5 6 5 6

4 6 4 5 5 6 6 5 5 6 6 5 7 6

5 5 6 4 4 5 5 6 6 6 6 5 6 5

6 4 4 5 5 2 4 5 5 5 5 5 5 5

3 3 5 6 6 6 6 5 6 6 6 6 6 6

4 5 5 6 6 5 5 6 7 5 5 4 5 6

5 5 4 5 5 6 7 6 6 5 5 5 6 5

4 4 6 5 5 4 5 6 6 5 5 6 5 5

4 6 5 7 7 7 4 5 6 4 4 5 6 5

4 5 5 5 5 5 6 6 6 6 6 5 6 5

6 4 5 6 6 5 6 5 3 5 5 4 4 5

6 5 3 5 5 5 3 4 6 6 6 6 6 5

6 5 6 5 5 3 5 4 3 5 5 5 5 6

6 5 5 5 5 5 5 7 6 5 5 5 4 5

3 5 6 5 5 6 6 5 5 6 6 5 6 5

6 5 4 5 6 7 6 5 5 6 6 6 6 6

7 7 7 7 5 5 6 5 5 5 5 5 5 5

5 5 5 5 5 6 6 5 5 4 4 5 3 5

5 4 6 4 3 3 5 5 5 6 6 5 5 5

7 6 4 5 6 5 5 6 5 5 5 6 5 5

6 6 5 6 4 5 6 5 5 6 6 6 5 6

5 7 5 7 7 6 6 5 5 6 6 5 7 5

95

5 3 3 3 3 4 4 3 3 3 3 3 5 5

6 5 6 5 5 4 5 6 5 5 5 6 5 5

5 5 5 5 5 6 5 5 5 5 5 6 5 6

6 5 5 3 3 4 4 3 5 5 5 5 5 5

6 5 5 6 6 5 5 5 4 5 5 5 5 5

6 5 6 6 6 7 4 5 5 5 5 6 5 6

6 5 6 5 5 6 5 5 6 5 5 6 5 5

5 3 5 5 5 5 4 5 3 3 3 5 5 4

5 6 3 5 5 3 5 5 3 4 4 5 3 3

6 5 6 5 5 5 5 6 5 6 6 5 6 5

6 5 4 4 4 5 4 5 5 5 5 5 5 6

6 4 5 6 6 3 6 5 5 6 6 6 5 4

5 5 6 5 5 6 3 3 3 3 3 3 5 5

6 5 5 3 3 5 6 6 6 6 6 5 7 6

6 5 4 3 3 5 4 3 5 5 5 5 5 6

6 5 6 5 5 6 5 6 5 6 6 5 6 6

6 3 5 6 6 5 4 4 5 4 4 6 5 6

5 6 4 5 5 6 3 5 4 3 3 5 6 5

5 4 5 3 3 7 6 6 6 7 7 6 5 4

5 6 6 4 4 6 3 5 4 5 5 6 4 5

6 5 4 5 5 6 6 5 3 2 2 5 6 7

6 5 6 5 5 7 6 6 4 6 6 5 7 6

6 6 5 7 7 4 6 4 6 6 6 5 6 6

6 5 4 5 5 6 6 4 6 5 5 6 7 5

6 7 5 6 6 5 7 6 5 6 6 5 6 4

5 7 6 7 7 4 5 5 5 5 5 5 5 5

6 5 6 5 5 6 6 5 5 6 6 5 5 5

6 4 6 5 5 6 5 3 5 6 6 6 6 5

6 6 5 4 4 4 6 4 5 3 3 4 6 5

6 4 5 5 5 6 4 6 5 5 5 6 5 6

5 6 6 6 6 7 5 3 6 6 6 7 6 5

96

5 7 6 6 6 5 3 5 5 4 4 4 5 5

6 5 4 5 5 6 6 6 6 4 4 3 4 3

6 6 5 5 5 5 5 6 4 6 6 5 3 4

6 3 4 7 7 7 6 5 5 4 4 4 3 5

5 4 5 6 6 4 6 7 5 6 6 6 7 6

5 3 5 3 3 6 5 6 5 4 4 3 3 3

6 4 5 5 5 6 5 5 5 5 5 5 5 5

6 7 5 7 7 6 6 4 6 7 7 5 6 3

5 6 7 6 6 5 7 6 5 5 5 6 4 5

7 6 5 5 5 4 5 5 5 5 5 5 5 5

5 6 5 4 4 3 5 5 5 5 5 5 3 3

6 5 3 6 6 5 3 5 3 3 3 3 7 6

5 6 5 5 5 7 5 5 6 3 3 4 5 4

3 3 3 5 5 6 4 3 5 6 6 4 5 5

6 5 4 6 6 5 6 5 4 5 5 5 5 5

3 3 3 5 5 3 5 6 6 5 5 5 6 4

6 6 7 5 5 6 6 5 5 6 6 4 3 6

6 5 4 3 3 4 6 5 5 5 5 7 5 6

4 5 6 2 2 3 6 5 6 5 5 4 5 6

6 5 6 3 3 6 5 2 6 5 5 7 6 5

3 4 4 5 5 5 3 6 5 5 5 5 6 5

6 5 4 6 6 6 6 6 5 5 5 6 5 6

6 5 3 6 6 5 5 5 4 5 5 5 6 5

6 3 5 6 6 5 6 5 6 5 5 6 5 5

6 5 4 3 3 4 5 6 6 5 5 6 6 5

3 4 4 5 5 5 6 5 6 5 5 7 6 5

3 5 6 5 5 4 6 5 5 5 5 6 5 6

6 5 6 3 3 7 5 6 6 5 5 7 6 5

6 5 4 6 6 6 6 7 6 5 5 6 5 6

5 5 5 5 5 5 5 5 5 5 5 5 5 5

5 5 6 4 6 4 5 6 5 5 4 6 5 6

97

4 6 5 3 5 6 5 6 5 5 6 4 4 5

5 5 4 4 5 5 5 6 3 5 3 6 4 6

5 4 4 6 6 5 4 5 4 4 4 4 4 5

5 6 6 3 3 5 6 4 5 6 5 6 4 5

4 4 4 5 4 4 3 4 4 4 4 4 6 3

4 5 5 5 4 5 4 4 4 5 4 5 5 4

4 4 6 3 6 4 6 4 5 5 5 5 5 5

7 4 4 4 5 5 5 6 5 6 4 6 4 6

5 6 4 5 4 6 4 4 5 6 3 5 5 6

b. Pull Motivation

N1 N2 N3 Sd1 Sd2 Sd3 L1 L2 EA1 EA2

3 7 5 7 7 5 7 6 6 6

6 7 6 7 6 5 6 7 6 5

3 5 5 6 6 3 6 3 5 6

7 7 7 7 7 7 7 7 7 7

5 5 5 5 5 5 5 5 5 5

4 3 4 3 3 3 3 3 3 3

4 5 5 5 4 5 6 6 5 5

2 2 4 5 5 5 5 5 5 5

4 4 4 5 6 5 6 5 6 5

3 3 2 4 4 4 4 5 5 3

2 5 3 6 6 5 6 6 6 3

3 2 3 2 2 3 1 1 6 5

4 4 4 4 5 4 4 4 4 4

4 4 4 4 6 6 5 6 4 4

4 4 4 4 5 5 5 4 6 6

2 2 2 6 5 3 5 4 5 6

4 3 4 4 4 4 4 3 3 4

4 5 5 4 6 5 5 5 6 5

98

3 5 5 6 6 5 3 3 6 6

4 4 5 6 4 6 5 6 6 6

4 6 5 6 5 5 5 6 7 7

6 7 7 6 7 7 7 7 6 7

3 5 5 5 6 5 4 7 7 7

5 7 5 5 6 6 6 6 6 7

4 4 4 5 6 5 5 6 5 7

5 5 3 5 4 4 4 4 4 4

3 1 2 2 5 6 2 4 6 4

6 4 7 7 7 7 7 7 7 7

2 3 3 3 2 4 3 5 4 4

4 7 5 3 3 3 3 5 5 5

3 4 3 4 5 5 4 5 6 6

5 4 5 4 5 5 6 7 5 7

2 1 5 3 2 4 4 4 4 4

4 4 3 4 5 5 4 5 4 4

1 1 1 4 7 4 4 4 3 3

3 6 6 6 6 6 6 6 6 6

3 5 4 5 4 4 5 5 5 5

4 4 6 5 4 4 3 4 6 6

6 6 6 6 6 5 6 6 6 5

2 2 4 4 4 4 4 6 6 6

4 3 4 5 5 4 4 4 5 6

1 2 2 5 6 3 4 2 6 4

2 2 2 5 5 3 6 6 6 6

4 1 2 4 7 6 6 6 6 6

2 7 2 4 3 3 5 5 7 7

7 2 5 7 7 6 5 6 6 7

6 6 6 6 6 5 6 6 6 5

5 4 3 4 6 5 5 5 5 6

5 4 6 5 5 4 5 4 6 5

99

3 2 3 4 5 5 5 5 5 5

6 6 6 5 6 7 6 5 6 5

3 3 3 4 5 5 3 3 4 4

3 4 4 5 5 5 5 5 4 5

3 4 2 6 6 5 5 3 4 5

3 3 3 3 3 3 5 5 6 6

4 4 7 4 7 5 4 4 4 4

3 3 3 5 6 5 5 5 5 6

3 3 6 4 4 6 5 6 5 5

3 3 5 5 6 5 5 7 2 3

4 7 3 4 3 4 4 4 4 5

5 4 4 5 6 6 5 6 6 5

4 3 6 7 7 3 4 4 7 7

6 5 5 5 5 4 6 6 6 5

4 5 5 4 4 4 4 4 5 4

1 3 4 6 6 5 4 6 7 7

3 3 4 2 5 5 6 5 5 2

2 6 6 5 5 5 5 5 5 5

5 6 6 4 5 6 6 6 7 7

4 3 5 4 5 3 5 4 4 3

2 5 4 4 4 4 4 4 4 4

4 4 5 6 5 6 5 6 6 5

4 2 6 5 5 6 2 2 7 7

1 1 4 2 1 5 6 4 5 3

3 3 5 3 6 6 6 6 3 7

3 3 4 7 5 5 5 4 4 5

4 1 4 3 6 5 5 4 4 4

5 6 5 6 6 4 6 6 5 6

3 5 4 5 4 4 5 5 4 5

3 3 3 3 3 4 4 4 4 4

4 5 4 6 6 5 4 5 5 6

100

2 1 2 3 5 7 5 7 4 7

4 1 4 5 6 5 5 7 3 2

4 6 3 6 6 6 6 6 6 4

5 5 6 5 5 5 5 6 6 6

4 4 4 4 4 4 4 4 4 4

6 7 7 6 5 5 6 6 4 5

7 6 6 6 6 6 6 6 6 6

4 5 3 3 6 5 4 4 4 4

1 3 2 6 5 5 5 4 5 5

3 5 3 5 5 5 3 5 5 5

4 5 6 4 5 6 4 5 7 6

4 3 5 5 5 6 6 5 6 5

5 5 5 6 7 4 4 5 6 5

4 5 4 4 4 5 4 5 3 5

2 2 3 5 4 5 4 5 4 5

3 3 2 2 5 5 6 5 6 6

6 2 5 6 6 6 7 6 7 6

2 1 2 4 6 5 5 2 3 4

3 5 4 5 6 5 5 5 5 5

4 4 4 4 3 3 4 6 6 6

3 2 3 5 4 5 4 5 6 6

1 3 5 4 3 3 3 3 4 4

1 1 2 7 5 6 3 6 7 3

3 5 3 5 5 5 5 6 6 5

4 6 4 5 5 5 4 4 1 5

7 2 7 7 7 7 7 7 7 7

3 5 3 3 5 5 5 5 5 6

2 2 2 3 3 3 4 4 4 4

5 6 5 5 5 5 6 6 6 5

1 4 4 5 5 5 6 5 5 5

3 4 4 5 6 4 5 5 5 3

101

4 5 5 3 6 6 3 4 4 3

2 2 2 2 2 2 2 2 1 1

3 1 6 5 4 5 5 6 6 4

2 6 5 4 6 6 5 6 6 6

2 2 2 2 4 4 4 3 5 4

1 5 5 6 6 6 6 6 1 7

2 3 2 5 3 5 5 6 7 7

4 4 5 7 6 6 6 7 7 6

2 4 4 5 5 5 4 5 6 6

1 2 2 3 2 2 3 2 6 6

4 1 5 5 4 5 4 6 3 2

4 4 4 5 5 5 5 4 5 4

5 4 2 3 5 5 5 5 4 4

1 2 7 5 1 4 4 6 7 7

4 4 4 5 5 4 4 3 4 2

4 4 5 4 4 4 4 4 4 4

4 4 4 5 5 5 5 5 6 6

3 3 5 6 2 6 5 7 6 5

5 6 3 6 5 5 3 3 7 5

5 6 5 5 6 7 5 5 6 3

4 5 3 6 2 3 3 3 6 6

5 6 6 5 5 4 3 3 6 5

5 3 6 5 6 7 5 6 6 5

6 6 5 6 3 6 5 4 6 5

3 6 6 6 5 4 3 5 5 5

5 5 5 5 5 5 6 3 6 5

3 7 5 6 6 5 5 4 7 7

6 5 6 5 2 5 6 7 6 6

6 5 6 5 7 6 5 6 6 6

6 7 5 6 7 6 6 6 5 6

4 5 3 5 6 5 5 5 6 5

102

6 6 5 5 6 6 5 6 5 6

5 6 7 6 5 4 3 3 5 5

3 5 6 5 7 5 6 7 5 6

3 5 6 5 5 6 3 3 6 5

6 6 5 6 6 7 5 4 5 5

5 7 6 6 7 5 4 5 6 5

5 6 4 5 5 5 5 5 5 5

4 3 5 5 5 6 3 5 5 4

5 3 4 5 5 6 5 5 5 5

5 6 2 4 5 5 5 5 6 5

7 6 6 6 5 6 6 5 6 6

5 5 6 4 5 5 6 5 6 5

6 6 5 6 6 5 6 6 6 6

5 6 6 5 6 5 3 3 5 5

5 4 5 5 6 5 6 5 5 5

6 5 6 5 6 5 5 3 5 5

5 6 5 6 7 6 5 5 7 6

5 3 5 5 5 5 6 6 5 6

6 5 4 5 5 6 5 5 5 6

6 6 5 5 6 5 6 5 6 7

5 6 5 6 5 6 5 5 5 5

5 6 5 5 5 5 6 5 5 5

3 4 4 5 5 6 5 4 5 5

6 5 6 4 3 3 5 3 5 5

6 5 3 5 5 5 5 5 7 6

6 5 6 5 5 4 5 6 6 5

5 6 5 4 5 6 5 6 5 5

7 5 6 5 6 5 6 7 7 6

6 5 5 5 5 5 3 5 5 5

7 6 5 6 5 6 5 6 5 6

3 5 6 5 6 6 4 4 5 6

103

6 5 5 5 5 5 6 5 5 5

6 5 3 6 5 3 4 4 5 3

5 4 5 6 5 5 6 5 5 5

5 6 4 5 5 6 5 4 5 5

6 6 6 6 4 5 5 5 5 5

3 3 3 3 3 3 3 3 5 5

6 5 5 6 5 4 2 3 5 5

6 5 5 6 5 5 5 5 5 6

4 3 3 5 5 6 5 5 5 5

5 5 5 5 5 5 5 5 5 5

6 5 5 5 5 7 5 5 6 5

6 5 4 3 4 5 6 7 5 4

2 5 2 4 5 5 3 3 6 5

5 5 3 5 5 4 5 5 5 5

5 5 3 3 3 5 5 3 5 5

6 5 5 6 5 5 4 5 5 5

3 5 5 3 5 3 4 5 5 5

6 5 6 4 5 5 3 3 5 4

5 5 6 5 6 4 5 5 7 6

5 6 7 5 6 7 5 5 5 5

5 6 3 5 6 5 6 6 5 4

7 6 5 6 6 5 3 3 5 5

5 6 6 4 6 5 7 6 4 5

5 4 5 6 5 5 4 6 4 6

6 5 7 5 3 4 5 6 5 6

6 5 6 5 6 4 5 6 6 5

7 6 5 4 3 2 1 2 3 4

5 6 7 4 5 6 4 5 6 7

5 7 5 6 6 4 5 5 6 5

5 6 7 5 4 5 7 5 5 6

6 5 6 5 6 4 5 6 5 6

104

5 6 4 6 4 5 6 3 5 4

5 4 3 3 3 5 4 3 5 5

6 7 4 3 2 3 5 3 5 5

6 5 4 3 4 5 6 3 5 5

6 5 6 5 5 5 7 6 6 5

5 6 6 7 5 3 3 3 4 5

6 5 4 3 4 3 4 5 5 6

4 5 3 4 5 5 5 6 5 5

5 4 3 3 5 5 5 5 5 5

5 6 4 5 6 5 5 6 6 5

3 6 6 5 6 5 3 3 5 6

5 6 7 6 4 5 6 5 5 6

6 5 4 4 3 3 5 6 7 6

6 5 5 4 3 6 5 6 5 6

6 5 4 6 4 5 3 3 5 6

3 5 5 5 3 3 5 6 4 5

6 5 7 5 6 4 6 5 5 6

6 5 5 3 3 6 5 6 5 7

4 6 5 5 6 7 6 5 4 3

7 5 6 6 5 4 3 4 5 6

6 4 5 6 5 6 5 6 7 6

6 5 5 6 5 6 5 3 5 5

6 5 4 3 3 5 6 5 3 5

6 5 6 6 5 5 6 5 6 5

5 5 6 4 5 6 6 5 5 4

5 6 7 6 5 3 6 5 7 7

5 6 5 4 5 6 5 3 3 5

3 2 5 5 5 5 3 3 5 5

6 3 6 3 4 6 3 5 6 5

6 5 4 5 3 3 3 5 5 5

3 5 3 3 3 5 5 5 6 6

105

3 6 5 5 6 5 5 6 5 5

7 6 5 4 3 3 5 6 5 5

6 5 7 6 5 5 5 4 5 6

5 6 5 5 5 6 5 5 5 6

3 3 3 4 5 3 3 3 5 5

4 5 6 4 6 4 4 6 6 6

6 5 6 5 5 5 5 4 6 4

5 5 6 6 5 6 5 6 4 4

5 4 5 4 4 4 5 5 5 5

5 4 4 4 5 6 4 5 5 4

5 5 5 5 5 4 5 6 5 6

6 4 4 5 5 4 5 5 4 3

5 5 5 6 4 5 6 4 5 5

5 4 5 4 4 5 5 6 4 5

5 4 4 4 5 5 4 5 6 3

106

Appendix 4

Statistical Software Output

a. Push Motivation

Communalities of Push Motivation (14 Questions)

Communalities

Initial Extraction

S1 1,000 ,827

S2 1,000 ,827

S3 1,000 ,433

S4 1,000 ,898

P1 1,000 ,902

P2 1,000 ,629

En1 1,000 ,712

En2 1,000 ,759

R1 1,000 ,697

R2 1,000 ,918

R3 1,000 ,922

Es1 1,000 ,632

Es2 1,000 ,546

Es3 1,000 ,645


Component Analysis.

107


Communalities

Initial Extraction

S1 1,000 ,827

S2 1,000 ,827

S4 1,000 ,902

P1 1,000 ,908

P2 1,000 ,629

En1 1,000 ,729

En2 1,000 ,760

R1 1,000 ,680

R2 1,000 ,932

R3 1,000 ,940

Es1 1,000 ,618

Es2 1,000 ,618

Es3 1,000 ,752


Component Analysis.


Communalities

Initial Extraction

S1 1,000 ,826

S2 1,000 ,827

P1 1,000 ,805

P2 1,000 ,786

En1 1,000 ,731

En2 1,000 ,761

R1 1,000 ,680

R2 1,000 ,933

R3 1,000 ,940

Es1 1,000 ,617

Es2 1,000 ,637

Es3 1,000 ,751


Component Analysis.

108

Rotated Component Matrix of Push Motivation (14 Questions)


Component

1 2 3 4 5

R3 ,927

R2 ,922

R1 ,765

P1 ,940

S4 ,940

P2 ,727

Es3 ,735

Es1 ,711

Es2 ,603

S3 ,595

S1 ,907

S2 ,905

En2 ,838

En1 ,783




109



Component

1 2 3 4 5

R3 ,933

R2 ,925

R1 ,729

P1 ,944

S4 ,943

P2 ,746

Es3 ,819

Es1 ,711

Es2 ,707

S1 ,908

S2 ,905

En2 ,837

En1 ,795




110



Component

1 2 3 4 5

R3 ,932

R2 ,925

R1 ,728

Es3 ,813

Es2 ,723

Es1 ,710

S1 ,908

S2 ,905

P1 ,885

P2 ,857

En2 ,838

En1 ,796




Reliability of Socialization

Reliability Statistics

Cronbach's

Alpha

N of Items

,787 2

Reliability of Prestige


Cronbach's

Alpha

N of Items

,732 2

111

Reliability of Entertainment


Cronbach's

Alpha

N of Items

,649 2

Reliability of Relaxation


Cronbach's

Alpha

N of Items

,906 3

Reliability of Escapism


Cronbach's

Alpha

N of Items

,726 3

b. Pull Factor

Communalities of Pull Motivation (10 Questions)

Communalities

Initial Extraction

N1 1,000 ,707

N2 1,000 ,654

N3 1,000 ,602

Sd1 1,000 ,675

Sd2 1,000 ,791

L1 1,000 ,736

L2 1,000 ,762

EA1 1,000 ,734

EA2 1,000 ,730

112

Sd3 1,000 ,591


Component Analysis.

Communalities of Pull Motivation (9 Questions)

Communalities

Initial Extraction

N1 1,000 ,717

N2 1,000 ,644

N3 1,000 ,604

Sd1 1,000 ,725

Sd2 1,000 ,806

L1 1,000 ,794

L2 1,000 ,797

EA1 1,000 ,748

EA2 1,000 ,734


Component Analysis.

Rotated Component Matrix of Pull Motivation (10 Questions)


Component

1 2 3 4

N1 ,824

N2 ,796

N3 ,718

L2 ,834

L1 ,822

Sd3 ,543 ,540

Sd2 ,863

Sd1 ,679

EA1 ,839

EA2 ,817




113

Rotated Component Matrix of Pull Motivation (9 Questions)


Component

1 2 3 4

N1 ,835

N2 ,787

N3 ,721

L2 ,858

L1 ,856

EA1 ,848

EA2 ,819

Sd2 ,868

Sd1 ,750




Reliability of Novelty


Cronbach's

Alpha

N of Items

,727 3

Reliability of Self-development


Cronbach's

Alpha

N of Items

,623 2

114

Reliability of Location


Cronbach's

Alpha

N of Items

,736 2

Reliability of Easy-access & Affordable


Cronbach's

Alpha

N of Items

,662 2

an analysis of attendee’s

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