RESEARCH ON CONCERT MERCHANDISE FOR ITS ATTRACTIVENESS POINTS FOR NON-FANS CONSUMER

• Main Author: VANIA MUKTI (NIM: 27115033), INDIRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28032
• Institution: Institut Teknologi Bandung

Concert’s Merchandise is one of products that is produced for the fans of music <br /> <br /> as a prove that the fans love to the figure of musician so much. However, there is <br /> <br /> a shift of consumers that wear or use merchandise of Purpose concert from Justin <br /> <br /> Bieber and The Life of Pablo from Kanye West which is called non-fans <br /> <br /> consumers. The objective of this research is to identify the attractiveness point <br /> <br /> that is produced by Purpose and The Life of Pablo concert merchandise toward to <br /> <br /> non-fans consumers. The method that is utilized in this research is mix method to <br /> <br /> figure out the elements that become thinking and behaviour baseline for non-fans <br /> <br /> consumers which use object analysis based on emotional design theory. Based on <br /> <br /> the result, typography and photo elements are the main factor for wearing the <br /> <br /> products. Typography in the product uses old-style fonts which are heavy metal <br /> <br /> and gothic. While, the photos become the strength to express the emotion of the <br /> <br /> products which fits with music style from the musician. Pleasure emotional <br /> <br /> approach such as phsyio-pleasure, socio-pleasure, physo-pleasure, and ideopleasure <br /> <br /> has relation with consumers’ interest. Furthermore, the fulfilment of <br /> <br /> objective of design approach such as useful, usable, and desirable adds more <br /> <br /> value for consumers