Background. A karaoke party represents a popular cultural phenomenon in which people gather to
enjoy music, express themselves, and celebrate social bonding. Moreover, listening to music can serve
as a means for individuals to romanticize life.
Aims. This study aims to examine consumer loyalty at the “Pesta Akhir Pekan” Karaoke Event held at
Kael Cavity Café in Cirebon City. The focus of this research is to understand the factors influencing
consumer loyalty in karaoke party events, such as event quality, social interaction, and personalization
of experiences during the event.
Methods. Using a descriptive qualitative approach, data were collected through field observations, in
depth interviews with participants, organizers, and the venue owner. The study employs the theoretical
framework of Customer Relationship Management (CRM) to identify the key elements that contribute
to consumer loyalty.
Result. The findings reveal that personalized experiences, active engagement between participants and
organizers, and a deep understanding of audience preferences play a crucial role in fostering loyalty.
Furthermore, the emotional attachment formed during the event significantly contributes to consumer
loyalty, as reflected in their interest in attending future events and sharing positive experiences with
others.
Conclusion. The Karaoke Party event successfully enhanced Customer Lifetime Value (CLV) by
implementing strategies that catered to participants’ needs, resulting in high satisfaction and long-term
consumer loyalty.
Implementation. The interaction between organizers and participants, both in person and via social
media, helped build strong relationships and contributed to a lively and welcoming atmosphere.
Keywords: loyalty, event, social interaction, event strategy, social therapy.