Development and Pilot Validation of an Instrument Measuring Generation Z's Behavioral Intention Towards Festival Events

Ayu Rohaidah Ghazali; Wan Soraya Wan Abdul Ghani; Nurakmal Ramli; Norhidayah Mohd Rashid; Nini Hartini Asnawi; Syazwani Mohamad; Muhammad Hafizuddin Mohamad Nazer

doi:10.22610/imbr.v18i3(I).4895

Author

Ayu Rohaidah Ghazali
- Universiti Teknologi MARA
- Malaysia
Wan Soraya Wan Abdul Ghani
- Universiti Teknologi MARA
- Malaysia
Nurakmal Ramli
- Universiti Teknologi MARA
- Malaysia
Norhidayah Mohd Rashid
- Universiti Teknologi MARA
- Malaysia
Nini Hartini Asnawi
- Universiti Teknologi MARA
- Malaysia
Syazwani Mohamad
- Pasir Salak Community College, Perak
- Malaysia
Muhammad Hafizuddin Mohamad Nazer
- Media Prima Berhad
- Malaysia

Abstract

Generation Z has become an important consumer segment in the festival industry; therefore, there is a need to develop a reliable instrument to measure the factors influencing their behavioral intention towards festival events. The study aimed to design and conduct a preliminary validation of a measurement instrument comprising four constructs: media influence, social interaction, festival image, and behavioral intention. A quantitative pilot study was conducted with 36 Generation Z respondents, and the data were analyzed using descriptive statistics and Cronbach’s Alpha. The results revealed satisfactory internal consistency for all constructs (α = 0.864-0.933), indicating that the proposed instrument is reliable and suitable for future large-scale empirical investigations. The validated instrument provides a methodological base for future research on Generation Z festival behavior.

Keywords

References

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Ghazali, A. R., Abdul Ghani, W. S. W., Ramli, N., Mohd Rashid, N., Asnawi, N. H., Mohamad, S., & Mohamad Nazer, M. H. (2026). Development and Pilot Validation of an Instrument Measuring Generation Z’s Behavioral Intention Towards Festival Events. Information Management and Business Review, 18(3(I), 83-94. https://doi.org/10.22610/imbr.v18i3(I).4895

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Development and Pilot Validation of an Instrument Measuring Generation Z's Behavioral Intention Towards Festival Events

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