Factors Affecting Consumer Loyalty of Music Products in Indonesia

Reni Diah Kusumawati, Detty Purnamasari, Sardiyo
2013 Journal of Economics Business and Management  
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
more » ... ned 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.
doi:10.7763/joebm.2013.v1.54 fatcat:633nwg5urfadjhd5pfq7m2vsjy