PERANCANGAN STRATEGI PEMASARAN MUSIK BERBASIS MUSIC STREAMING UNTUK LABEL MUSIK TULUS COMPANY BERDASARKAN PREFERENSI KONSUMEN

• Main Author: Farida, Nidya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36723
• Institution: Institut Teknologi Bandung

The global music industry is starting to enter the digital era and sustainable technological developments. This was stated by IFPI in the ‘Global Music Report 2016’ that the growth of music streaming in 2012 had a percentage of 56% and continued to increase until it reached 60.4% in 2016. The biggest percentage of profit in 2016 also obtained from digital music, which is equal to 50%. This certainly has an impact on the Indonesia music industry likes TULUS Company, an independent music label. The incomes of TULUS Company which originates from music streaming has slowly increased. However, that number is quite small when compared to the global number. So, this study aims to formulate a marketing strategy that can help increase TULUS Company’s revenue that comes from music streaming. The model that used in this research is Self-Determination Theory (SDT) delivered by Deci and Ryan about motivation. This model also integrated with the result of in-depth interviews to obtain the research variables. In addition, a strategic analysis that consisting of external and internal analysis was carried out to determine the TULUS Company’s strength-weakness-opportunity-threat (SWOT). The data collection method is used online questionnaires. Then, collected data is processed using descriptive statistical analysis and factor analysis. Furthermore, the segmenting-targeting-positioning (STP) analysis also carried out to design TULUS Company’s target market and position. The marketing mix only focuses on product and promotion aspect because TULUS Company as music label only has authority within that scope. Then, The marketing strategies are obtained based on integration of the analysis from data processing result that has been done, including factors that influence the decision to listen to music streaming. That is the way to make sure that the proposed marketing strategy can be implemented by TULUS Company and can help to increase the revenue that comes from music streaming.