Abstract:

It is common for organization to use event as one of the promotional tools to attract and engaged with their potential customers. The key success factor for this promotional method is influenced by the satisfaction of event attendees. Since there are few studies conducted in the area of BMEs’, their research focus analyzing the impact of BMEs’ towards event attendees’ satisfaction. 267 questionnaire were conveniently distributed to attendees at Sugar Treats Festival. The finding revealed that only relational experience significantly influence satisfaction of event attendees. Based on this result, event organizer should consider to provide platform for attendees’ to socialize.