INFLUENCE ANALYSIS EXHIBITION ATTRIBUTES & EXHIBITOR PERCEPTIONS TO CUSTOMER SATISFACTION & CUSTOMER LOYALTY (PT QUALITY EXTRA INDONESIA): ANALYSIS OF EXHIBITIONS IN INDONESIA

Abstract

In expanding market share domestically and internationally, the exhibition sector plays a crucial role in commercial activities, serving as a marketing tool aimed at promoting products and services internationally. In this regard, it is crucial to understand the factors that drive exhibition success. This study examines the effects of Exhibition Attributes (EA) and Exhibitor Perceptions (EP) on Customer Satisfaction (CS) and Customer Loyalty (CL) in the Indonesian exhibition industry. A quantitative approach was employed using a survey of 449 exhibitors who participated in Mining Indonesia 2025. Data were analyzed using PLS-SEM with SmartPLS 4.1. The findings reveal that EA significantly and favorably affects both CS and CL. EP represented by Service Quality (SQ) and Perceived Value (PV), also show significant positive effects on CS and CL, with EP demonstrating a greater effects on CL. Furthermore, it has been demonstrated that CS mediates the connection between EA and EP on CL. The model explains 53.7% of the variance in customer loyalty and demonstrates good predictive relevance. These findings highlight the importance of integrated exhibition management strategies that prioritize Service Quality (SQ), Perceived Value (PV), and exhibitor-oriented experiences to foster long-term loyalty. This study contributes to the exhibition and event management literature by providing empirical evidence from the Indonesian context and offers practical implications for Event Organizers (EO) and Exhibition Contractors (EC) in designing sustainable and competitive exhibition strategies.