FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR FOR VINYL RECORDS IN THE DIGITAL AGE

• Main Author: Zarkasya, Razan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83454
• Institution: Institut Teknologi Bandung

This study investigates the factors influencing consumer buying behavior for vinyl records in the digital age, focusing on the Indonesian market. Despite the dominance of digital music formats, vinyl records have experienced a resurgence in popularity. The research uses qualitative methods to understand the factors influencing consumer buying behavior for vinyl records. Through in-depth interviews with collectors, enthusiasts, and industry stakeholders, several key factors were identified: vinyl records as valuable collectibles and financial investments, preference for analog sound quality, and the artistic and tactile appeal of vinyl records. Additionally, the study uncovered collectors' characteristics, reflecting various motivations and methods such as souvenir, fetishistic, and systematic collecting. These factors highlight the emotional, sensory, and economic dimensions influencing consumer buying behavior, providing valuable insights for marketers and the music industry to develop targeted marketing strategies for this niche market. To optimize the marketing strategy for the vinyl industry stakeholders, the study recommends them to leverage the investment value and sound quality appeal of vinyl records, organizing community engagement initiatives, and conducting further research on evolving trends and psychological aspects of vinyl collecting.