The Application of Causality and Structural Correlation of Integrated Marketing Communication (IMC) at The Yogyakarta Cultural Festival (FKY)

Abstract

To preserve, develop, and celebrate the diversity of Yogyakarta's arts and culture, the Yogyakarta Provincial Government organizes the Yogyakarta Cultural Festival (FKY) annually. From arts and crafts exhibitions to theater, dance, and music performances, the festival offers a wide variety of arts activities. Interaction and appreciation of local culture are fostered at all levels of society. This study examines the causal and structural relationships between Integrated Marketing Communication (IMC) using a quantitative approach called Partial Least Squares Structural Equation Modeling (PLS-SEM). One hundred fifty (150) people who had visited the Yogyakarta Cultural Festival (FKY) were selected using purposive sampling. SmartPLS 4 software was used for analysis after data were collected using a structured questionnaire. The findings indicate that IMC has a significant positive impact on brand equity and perceived value.Furthermore, it has been demonstrated that brand equity and perceived value serve as mediators, enhancing the impact of IMC on visitor loyalty. The high R-squared value of the visitor loyalty variable in the structural model test indicates the model's capacity to account for variations in customer behavior. These results highlight the importance of consistent and integrated Integrated Marketing Communication (IMC) in building destination reputation, increasing perceived value, and encouraging repeat business. The practical implication of this study is that destination managers, local governments, and tourism stakeholders should collaborate to enhance the digital marketing communication ecosystem. Thus, the Cultural Festival, which has inspired many other independent arts festivals, will continue to compete as the most prestigious cultural event destination in Indonesia.