UNDERSTANDING UNIVERSITY STUDENTS IN JAKARTA AND BANDUNG AS LOCAL PERFORMANCE ART AUDIENCE: SEGMENTATION STUDY

• Main Author: Vania, Benita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72392
• Institution: Institut Teknologi Bandung

In recent years, there is a global trend in maximizing the potential of creative industry, as it fuels the economy as a whole. The same path is taken by Indonesian government, which has a vision to turn creative industry into the nation’s economic powerhouse in 2025. In order to achieve the vision, all sectors of creative industry should be developed. Performing art is one sector in Indonesian creative industry that is in the bottom two in terms of economic contribution. One factor that contributes to this low performance is the lack of understanding the target audience, which is depicted by the lack of research in this area. This 6-month study analyses the demographic, geographic, and psychographic profiles of university students in Jakarta and Bandung, as audiences of local performance art in Indonesia. This research uses both quantitative and qualitative method for the data collection, as well as customer profiling and cluster analysis for the data analysis. The result indicates that there are six groups of audiences, which have different profiles, motivations, and preferences in watching art performances. This unprecedented study aims to lay as a fundamental knowledge in Indonesian performing art marketing, in order to suit the needs and wants of the audiences better. It is hoped that the findings of this research could help other performing art organizations in Indonesia and develop the sector as a whole.