In 1985, amidst a backdrop of profound political, social, and technological transformations, Rock in Rio emerged as a representation of what the new generation desired: diversity, musical representation, new ideas, and forms of leisure. The first major music festival in the history of Brazil became a historical milestone with an absolute audience of 1.38 million people over 10 days filled with landmark performances. Since then, its popularity has grown, and approximately 11.8 million people have attended, generating an economic impact of approximately 1.7 billion in just the last edition in 2022. The event employs various marketing strategies to attract and retain its audience, offering diverse experiences and ensuring the success of the mega-event that, edition after edition, sets impressive sales records. In this context, this study aims to identify the influencing factors in the decision-making process for purchasing tickets for the Rock in Rio festival from the perspective of the audience.