CHOICE DECISION IN ATTENDING MUSIC FESTIVALS IN INDONESIA DURING TRANSITION TO ENDEMIC COVID-19

• Main Author: Sekar Putri Larasati, Veronica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66710
• Institution: Institut Teknologi Bandung

Entertainment industry is included as one of the eight areas of life where the industry’s consumer behavior has changed due to COVID-19 pandemic. One of the entertainment’s sub-industry in Indonesia that is the most affected by the pandemic is the music industry with a loss of Rp 434 trillion. It is because the business of live music performances play a huge role and is really vital for the stakeholders involved in the business. As an action to start restoring the national economic condition, Indonesia’s government has established a statement that they will allow big scale events, including music festivals, to reopen since the condition now is already transition to endemic. Unfortunately, even though music festival consumers have the desire to attend music festivals again, they are still concerned about the risk that might happen. Therefore, it is important to understand music festival customer preferences through primary data to see what adjustment should the industry make to keep the industry still able to sustain. The objective of this research is to identify significant factors that can affect Indonesia’s choice decision in attending music festivals again and provide solutions for all stakeholders involved to make the music festival industry keep gaining visitors during transition to endemic. Data were collected by distributing online questionnaires which required 335 music festival enthusiasts who were living in Jakarta, Bogor, Depok, Tangerang, and Bekasi area to choose one of the given music festival alternatives according to their individual preference. The questions for the questionnaire were created through Discrete Choice Experiments (DCE). The data were analyzed using Principal Component Analysis (PCA) to classify customer segmentation and Multinomial Logistic Regression (MNL) in BIOGEME software. The observable variables determined in this research are ticket price, artists line-up, stage performance, non-musical attractions, ambience, and CHSE Certification. Meanwhile, the latent variables are escapism and social interaction. Final results presented that not all variables significantly influence choice decisions. Ambience has negative influence towards choice decisions of Java Jazz Festival. Meanwhile ticket price has negative influence towards choice decisions of We The Fest. Moreover, this research also presented different socio-demographic profiles for each alternative choice. Therefore, this research suggests several solutions so that the music festival’ stakeholders can organize its events in accordance with the profiles of its target visitors.