BUILDING BRAND RELATIONSHIP AND PURCHASE INTENTION THROUGH SOCIAL MEDIA: AN EMPIRICAL STUDY OF GEN Z MUSIC CONSUMERS IN INDONESIA
Music is a meaningful part of everyone’s life – taking on important roles in emotion, imagination, and pleasure. With the music industry in Indonesia growing as one of three main defenders in the creative economy sector and how 84% of the overall internet users consume music online, dominated by...
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Format: | Final Project |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/56904 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Music is a meaningful part of everyone’s life – taking on important roles in emotion,
imagination, and pleasure. With the music industry in Indonesia growing as one of three
main defenders in the creative economy sector and how 84% of the overall internet users
consume music online, dominated by Gen Z, music digitalization is a massive prospect in
Indonesia, which includes the use of social media by actors in the music industry. Despite
so, studies on music consumers have not been fully explored previously. Actors in the
Indonesian music industry have not figured how to use social media to build brand
relationship and purchase intention, especially when aiming for the Gen Z market. Thus,
this study will play that role to bring great benefits for the industry by learning more about
Gen Z music consumers and implementing aimed findings to excel in digitalization using
social media, done by investigating individual-level antecedents and relational outcomes
of brand relationship and purchase intention of social media engagement between Gen Z
music consumers in Indonesia and their favorite musicians. Surveying more than 700 Gen
Z music consumers and analyzed using the PLS-SEM method, results show that high
measures of online interaction propensity, attitude toward participation and product
involvement leads to high social media engagement rates and eventually, building strong
brand relationships and purchase intentions. These findings provide insight into
antecedents and outcomes of social media engagement for academic research and bring
value to various actors in the music industry, especially in terms of increasing online
interaction propensity, product involvement, and brand commitment, which is found to be
the most significant factors in their studied relationships. Further research is suggested to
gain better understanding regarding a narrower scope of consumers, particular musical
genres, and specific forms of music consumption. |
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