COMMUNICATING WITH TWO PUBLICS: A USES-AND-GRATIFICATIONS AND INTEGRATED MARKETING COMMUNICATION EVALUATION OF EXHIBITOR & BUYER COMMUNICATION AT IFEX 2026

Pawit Fuji Lestari; Jenny Ratna Suminar; Purwanti Hadiswi

doi:10.36526/sosioedukasi.v15i3.9233

Authors

Pawit Fuji Lestari Universitas Padjadjaran
Jenny Ratna Suminar University of Padjadjaran, Sumedang, Indonesia
Purwanti Hadiswi University of Padjadjaran, Sumedang, Indonesia

DOI:

https://doi.org/10.36526/sosioedukasi.v15i3.9233

Keywords:

uses and gratifications theory, integrated marketing communication, trade show evaluation, exhibitor and buyer communication, furniture industry Indonesia

Abstract

This study aims to evaluate exhibitor and buyer communication experiences at the 2026 edition of the Indonesia International Furniture Expo (IFEX), Indonesia’s leading B2B furniture trade show, using Uses and Gratifications Theory (U&G) and Integrated Marketing Communication (IMC) theory as its framework. Using a mixed methods design, 193 exhibitors (purposive sampling) and 270 buyers/visitors (accidental sampling) completed an on site, QR code based questionnaire; closed ended items were analyzed descriptively, and open ended items were analyzed using reflexive thematic analysis. Results show buyers mainly attended IFEX to gratify cognitive/informational needs (market and trend updates, 43%) and social/integrative needs (business relations, 24%) rather than transactional needs (placing orders, 11%); these needs were largely met (99% found the products sought; interaction with exhibitors, M = 4.55/5). Organizer exhibitor communication was rated strongly (M = 3.29/4), while promotion effectiveness (M = 3.09/4) and visitor quality/engagement (M = 2.95/4) scored lowest. Sixty two percent of exhibitors reported quality leads, 70% reported at least one transaction, 51% of buyers had purchased, and 99.6% intended to return. These findings imply that IFEX gratifies buyers' informational needs effectively but needs stronger business matching and buyer acquisition mechanisms to convert engagement into measurable commercial outcomes.

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