MEASURING VARIABLES AFFECTING CUSTOMER DECISION TO ATTEND LIVE MUSIC PERFORMANCE IN INDONESIA

• Main Author: Septian Situmorang, Zandri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72397
• Institution: Institut Teknologi Bandung

The advent of music digitization has brought the music industry to face the new big challenge. The existence of digital music and peer to peer sharing in the Internet has led to the piracy. The ease of accessing and downloading digital music and other form of music creation has made its creation become excludable. Thus, it made the revenue stream of musician and its management decline drastically in a few decades. As a part of business, it is important for the musician and its management to consider about their revenue stream in order to survive in the digitization era. It is necessary to find another kind of music creation besides selling physical CD and digital music. One of the most possible music creations that have become one of the biggest revenue streams is live music performance since live music performance. One of the most popular musicians in the world, Mick Jagger even stated that live music performance has become the most potential ways for the musician to earn revenue (BBC, 2012). Seeing this opportunity, it is important for the musician to maximize this kind of revenue stream by improving several factors that may affect the customer willingness toward live music performance. This study will try to measure several variables that influence the customer to attend live music performance in Indonesia since music industry is one of big industry sector in Indonesia. This study will try to analyze how customers perceive several variables which are distance, price, accompaniment, YouTube, digital music, type of live music performance, and the popularity before attending live music performance. This study will focus on students in DKI Jakarta and West Java as the object of the study using quantitative questionnaire which will be analyzed by using correlation analysis and crosstabulation analysis. Finally, the result of this study shows that distance, price, accompaniment, YouTube, and music digital strongly affect the customer willingness to attend live music performance. Conversely, customer doesn’t perceive popularity and type of live music performance as big considerations. Furthermore, the researcher also found that there are strong relationship between price-accompaniment and YouTubedigital music. This shows that there are types of customers who are strongly affected by both price and accompaniment and also YouTube and digital music. This study also shows that there are customers who are not affected by the variables at all which considered as “extreme” or “fanatic customers”.