MENGINVESTIGASI PENGARUH TRAILER MUSIK POP TERHADAP NIAT STREAMING MUSIK GENERASI Z PADA MUSIC STREAMING SERVICES SPOTIFY

Ramadita, Reyhan Adiva (2021) MENGINVESTIGASI PENGARUH TRAILER MUSIK POP TERHADAP NIAT STREAMING MUSIK GENERASI Z PADA MUSIC STREAMING SERVICES SPOTIFY. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berkembangnya teknologi dan digitalisasi, aspek-aspek dalam bisnis musik juga ikut bertransformasi menjadi digital, terutama pada saluran distribusi dan pengiklanan musik. Spotify sebagai salah satu Music Streaming Services (MSS) menjadi salah satu saluran distribusi musik yang akan memberikan pemasukan bagi para pelaku industri tidak terkecuali musisi. Trailer musik yang merupakan salah satu strategi pemasaran terbaru diharapkan dapat berkorelasi positif terhadap pemasukan terhadap para pelaku industri. Hingga saat ini belum adanya penelitian yang meneliti pengaruh trailer musik terhadap niat streaming musik mendorong adanya penelitian ini. Temuan penelitian ini dapat dimanfaatkan oleh para pelaku industri musik untuk menentukan strategi dalam pemasaran pra-rilis musik khususnya melalui trailer musik. Data yang didapatkan secara online pada penelitian ini berjumlah 403 responden generasi Z yang berlangganan Spotify premium di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan Partial Least Square-Structure Equation Modelling (PLS-SEM) untuk analisis data. Seluruh hipotesis penelitian ini diterima dengan rincian: pemahaman atas trailer musik berpengaruh positif terhadap tingkat kesukaan atas trailer musik, niat melakukan WOM, dan niat melakukan streaming pada Spotify; tingkat kesukaan atas trailer musik berpengaruh positif terhadap niat melakukan WOM dan niat melakukan streaming pada Spotify; dan niat dalam melakukan WOM atas trailer musik berpengaruh positif terhadap niat melakukan streaming pada Spotify. ===================================================================================================== With the development of technology and digitalization, aspects of the music business have also been transformed into digital, especially in music distribution and advertising channels. Spotify as the one of Music Streaming Services (MSS) is a music distribution channels that will provide income for industry players, including musicians. The music trailer, which is one of the newest marketing strategies, is expected to be positively correlated with income for industry players. Until now, there has been no research examining the effect of music trailers on music streaming intentions that encouraging this research. The findings of this study can be utilized by music industry players to determine strategies in marketing pre-release music, especially through music trailers. The data obtained online in this study amounted to 403 generation Z respondents who subscribed to Spotify premium in Indonesia. This study uses a quantitative approach and uses Partial Least Square-Structure Equation Modeling (PLS-SEM) for data analysis. All hypotheses of this study were accepted in detail: understanding of music trailers has a positive effect on the level of liking for music trailers, intentions to WOM, and intentions to stream on Spotify; the level of liking for music trailers has a positive effect on intention to do WOM and intention to stream on Spotify; and intention to do WOM on music trailers have a positive effect on intention to stream on Spotify.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Generasi Z, Musik Pop, Spotify, Niat streaming, Trailer Musik, Generation Z, Music Trailer, Pop Music, Spotify, Streaming Intention
Subjects: H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
M Music and Books on Music > M Music
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Reyhan Adiva Ramadita
Date Deposited: 28 Jul 2021 02:27
Last Modified: 28 Jul 2021 02:30
URI: https://repository.its.ac.id/id/eprint/84525

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