The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia

Reni Diah Kusumawati · Teddy Oswari · Rooswhan Budhi Utomo · Vikas Kumar

29 citations0/0 files storedProcedia Engineering

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Copyright and Intellectual Property

Abstract

The music industry continues to decline each year, the decline in sales of music products is due to the development of technology that allows people to create a compact disc (CD) pirated and illegally downloaded music. Digital era makes selling of music cassettes and CD's dropped drastically, so the manufacturers have to think of a way to sell their music product by adjusting the development of technology. On the other hand, the development of technology has also helped to revive of music products. Sales of digital music products that utilize internet technology began to increase. Smart phones like Apple through iTunes record of success in sales of digital music and encouraging many people to pioneer a similar service. Blackberry in 2013 account for approximately 20 percent of the profits derived from the sale of digital music content via the Blackberry World. The data shows that consumers interest in music began to change from consume CD music products, now consumers prefer to consume digital music products through internet, these means the e-commerce of digital music product began to increase. This study aimed to examine the factors that can influence consumer buying interest towards music products. The populations in this study are music lovers in Indonesia. The data in this study were obtained through questionnaires, and analyzed using multiple regression analysis. The results showed that the prices have the greatest influence consumers to buy music products. Price becomes a major consideration for consumers to purchase music products, because of the possibility of consumers who only want to spend money for a song which they liked. The existence of digital music via internet can make consumers easy to choose and purchase just any song they like, rather than to buy a CD that contains many songs but only a few are favourite by consumers.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 29 citations exist upstream.

References

1991The theory of planned behavior 2000Marketing management: analysis. planning. implementation and control 2000Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer 2009Does Chatter Matter? The Impact of User-Generated Content on Music Sales 2009Do consumers pay voluntarily? The case of online music 2009The need to touch: Exploring the link between music involvement and tangibility preference 2011Is the music industry stuck between rock and a hard place? The role of the Internet and three possible scenarios 2011News from somewhere: The poetics of Baby Boomer and Generation Y music consumers in tracking a retail revolution

Cited by

2020Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students 2021Impact of marketing-mix, culture and experience as moderator to purchase intention and purchase decision for online music product in Indonesia 2022The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements 2017Prioritization of Expanded Marketing Mix in Different Stages of the Product Life Cycle: The Case of Food Industry

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.