Dynamics of Cultural Loyalty Among Keroncong Music Fans: Roles of Cultural Values, Heritage Image, and Community Involvement

This study investigates the factors influencing cultural loyalty among fans of keroncong-a traditional musical art form in Indonesia. Utilizing a survey of 220 keroncong enthusiasts in Surakarta City and analysis through structural equation modeling, it examines the relationships between cultural values, perceived heritage image, community involvement, and commitment in shaping individuals loyalty towards keroncong. The findings reveal that cultural values held by the community and their involvement in keroncong activities have significant positive impacts on cultural loyalty. Additionally, the perceived image of keroncong as a cultural heritage asset affects the community s cultural values, while involvement further reinforces these values. However, the moderating role of cultural commitment was not supported. Notably, cultural values mediated the effects of heritage image and community involvement on loyalty. This research highlights strategies for sustaining keroncong s legacy, including nurturing associated cultural value systems, projecting a positive heritage perception, and fostering grass-roots engagement. Insights further academic discourse on cultural product marketing and loyalty drivers while offering implications for preserving traditional arts through committed communities. © 2024, Success Culture Press. All rights reserved.