The Influence of Hedonic Lifestyles and Consumer Demands of the Millennial and Z Generations on Event Organizer Business Opportunities in Jombang Regency

This research aims to determine the influence of hedonic lifestyles and determine the influence of consumer demand on event organizer business opportunities in the Millennial Generation and Generation Z in Jombang Regency. The analytical method used in conducting this research was a quantitative approach with a sample size of 40 respondents who were Millennial Generation and Generation Z. Data collection was carried out by distributing a questionnaire in which there were several statement items. In this research, the variables are divided into several parts, including hedonic lifestyle (X1), consumer demand (X2) and event organizer business opportunities (Y) as related variables. To measure the magnitude of the influence on these variables, it is necessary to use the multiple regression analysis method. From the results of this analysis, it was found that there is a significant influence on hedonic lifestyle variables and consumer demand on event organizer business opportunities in Jombang Regency.