Fans vs Music Beneficiary at Music Industry in Indonesia in Seeing Through the Aspect Approach of Marketing Mix

Aditya Halim Perdana

No 4tu5d, OSF Preprints from Center for Open Science

Abstract: This research aim to see influence and magnitude influences between dependent variable (Marketing Strategy) with his (her variable indicator be : Advertising, Personal Selling, Public Relation, Direct Selling, Sales Promotion To Variable Independent (Loyalty Fans) with his(her variable indicator be : Cognitive, Affective, Konatif and The Action of Histories of Purchasing. This research taking sample counted 250 Respondents by using method the retrieval of sample that is sampling random equiped with the data of demography is in the form of age, level of education, marriage and rate of return status . This research analysis be regression method. Result of this Research concluding that there is influences positively and significantly between Marketing Strategy To Loyality Fans with level of significance (α) 0,00 (p), The Value of Cronbach Alpha 0.8 magnitude the acceptance of hypothesis (H 0 )is equal to 65% and concluded that age category 25-30 years are fans are heavy certain artist, under 25 years are to enter in a music beneficiaries categories.

Date: 2016-05-27
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:4tu5d

DOI: 10.31219/osf.io/4tu5d

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