doi: 10.7763/JOEBM.2013.V1.54
Factors Affecting Consumer Loyalty of Music Products in Indonesia
Reni Diah Kusumawati 1
,
Detty Purnamasari 1
,
Sardiyo 2
- 1 Gunadarma University, Jakarta, Jl. Margonda Raya 100, Indonesia.
- 2 Musi Rawas Institute, Palembang, Jl. Yos Sudarso KM 13 Lubukkupang-Lubuklinggau, South Sumatera Indonesia.
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.
Keywords
- Consumer loyalty
- consumer satisfaction
- marketing mix
How to 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. https://doi.org/10.7763/JOEBM.2013.V1.54
Copyright & License
Copyright © 2013 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).