Abstract— The music industry in Indonesia has decreased each year. One major cause of the decline is due to the development of technology and internet which can influence consumer behavior. The development of technology and internet resulted in consumers prefer to download music for free through the internet. This study aimed to examine internal and external factors to music products that can affect loyalty to consume music legally. Respondents in this study were consumers of music lovers. Data were obtained through questionnaires, and analyzed using multiple regression analysis techniques and path analysis. The results showed that only brand variable has significant affect either directly and indirectly on consumer loyalty of music products.
Index Terms— Consumer loyalty, consumer satisfaction, marketing mix.
Reni Diah Kusumawati and Detty Purnamasari are with Gunadarma University, Jakarta, Jl. Margonda Raya 100, Indonesia (e-mail: reni_dk@ staff.gunadarma.ac.id, detty@ staff.gunadarma.ac.id).
Sardiyo is with Musi Rawas Institute, Palembang, Jl. Yos Sudarso KM 13 Lubukkupang-Lubuklinggau, South Sumatera Indonesia (e-mail: email@example.com).
Cite: Reni Diah Kusumawati, Detty Purnamasari, and Sardiyo, " Factors Affecting Consumer Loyalty of Music Products in Indonesia," Journal of Economics, Business and Management vol. 1, no. 3, pp. 248-251, 2013.