IMPACT OF ARTIST ELEMENT ON LOYALTY AND PURCHASE INTENTION CONSUMER IN MUSIC INDUSTRY (CASE STUDY : BANDUNG-JAKARTA MUSICIAN)

• Main Author: Navayo Pattinasarany, Frank
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41379
• Institution: Institut Teknologi Bandung

Nowadays, there are many musicians who want to represent their work and obtain the revenue and profitability from their product, either come from live concert ticket sales, physical product sales, digital product sales, live concert streaming sales, branding sales from endorsement, partnership and other product, with variety of different music genres. The revenue and profitability come from loyalty and purchase intention of music enthusiast, either listener, musician, and manager as the consumer. For reach the proportional and sustainability revenue, there are many artist elements those included to market their work. Live Concert, Physical Product, Digital Product, Live Concert Streaming, and Branding which include as independent variables are the artist elements those supported musician to obtain more revenue. Loyalty and Purchase Intention of music enthusiast are included as dependent variable. This research purposes to help musician for measure the most influential artist element such as Live Concert, Physical Product, Digital Product, Live Concert Streaming, and Branding against Loyalty and Purchase Intention of Music Enthusiast. Researcher was using quantitative and qualititative methods for processing the data. Quantitative method is used by instrumentation test such as validity and reliability, classic assumption test like normality, heteroscedasticity, multicollinearity, autocorrelation, hypothesis test such as t-test and path analysis. To determine the significant influence of independent variable to dependent variable, researcher divided into three model. Qualitative method is used by interviewing method, to obtain the confirmation from the result of data process. Researcher interviewed four persons whose involve in the music industry. From the quantitative result, based on first model, researcher obtain that branding has significant influence to music enthusiast’s loyalty. On second model, researcher obtain that branding, live concert, and physical product have significant influence for music enthusiast’s purchase intention. On third model, music enthusiast’s loyalty has significant influence for music enthusiast’s purchase intention. According from the result of data process, researcher purposed several recommendations to the musician, manager of musician, and record label to develop their revenue and profitability. For musician, they have to make the unique concept of their live performance, make the unique product to their market, making tutorial video, vlog, collaboration video, and make the collaboration song between the musician. For manager, they have to selling their special physical product edition, make the collaboration in merchandise, create the association of artist manager in each genre, and do the partnership between musician and several brand. For record label, they have to clear the regulation of musician royalty, provide the artist needs to produce their work, and choose the artist with unique branding to contribute in their record label.