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Consumer Behaviour Analysis in Online Music Purchases in Indonesia by Implementing 7P’s Marketing Strategy Using Quality Function Deployment (QFD)

Received: 31 January 2019     Accepted: 21 May 2019     Published: 27 September 2019
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Abstract

Music is the expression of one's feelings which are expressed in beautiful tones and poems. Music can be packaged in the form of cassette or Compact Disc (CD), on this millennial era, music can be enjoyed from music sites, as well as in smartphone applications with various musical genres. Music is easy to access now, where people can enjoy music anywhere and anytime through music sites. To build a system for purchasing music online, this study is aim to analyze consumer behavior in purchasing music online in Indonesia by implementing 7P's Marketing Strategy and Quality Function Deployment (QFD). Questionnaire is used to get data from respondents and data obtained from respondents will be processed using the Application of Quality Functions. Data from respondents are to identify consumer needs and for technical requirements. The research methodology begins with gathering user needs and analyze data using QFD. The results of analysts on House of Quality have 6 elements that are prioritized for the development of system that will be built on purchase music online.

Published in American Journal of Engineering and Technology Management (Volume 4, Issue 3)
DOI 10.11648/j.ajetm.20190403.11
Page(s) 57-65
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Consumer Behavior, Online Music, 7P’s Marketing Strategy, QFD

References
[1] Cesareo, L., Pastore, A., 2014. Consumer’s Attitude and Behavior towards Online Music Piracy and Subscription-based Services. Journal of Consumer Marketing, 31 (6/7), pp. 515-525. DOI: 10.1108/JCM-07-2014-1070.
[2] Saldana, Pablo. 2016. Differences in How Boomers and Millennials Expereince Listening to Recorded Music. Theses, Portland State University, Portland, USA. Doi: 10.15760/honors.309.
[3] Kusumawati, R. D., Oswari, T., Utomo, R. B., Kumar, V. 2014. The Influence of 7P’s of Marketing Mix on Buying Intention of Music Product in Indonesia. Procedia Engineering, Vol. 97, pp. 1765-1771. https://doi.org/10.1016/j.proeng.2014.12.328.
[4] Kusumawati, Reni D., Purnamasari, D., Sardiyo. 2013. Innovation and Promotion Activities in the Internet to Increase Sales Volume of Music Product Using Augmented Reality. Egitania Sciencia Journal, 13 (7).
[5] Oswari, T., Kusumawati, RD., Yusnitasari, T., Shukla, V. K. 2018. The Affect of Marketing Mix and National Culture on Consumer Buying Intention of Music Product: A Case Study of Indonesia and India Consumers. Proceeding of International Conference on Management in Emerging Markets.
[6] Caillet, Maxence dan Daniel Yamba-Guimbi. 2010. The State of Digital Music Market in France and Its Tendencies. Dissertation in Business. Högskolan Halmstad, Perancis.
[7] Tjiptono, Fandy. 2001. Strategi Pemasaran. Edisi Kedua Cetakan Kelima. Andi Offset, Yogyakarta.
[8] Kotler, Philip and Keller, K. Lane. 2016. Marketing Management. 15th Edition, Prentice Hall, Inc. A Pearson Education Company, Upper Saddle River, New Jersey.
[9] Zeithaml, V. A. Bitner, M. O., dan Gremler, D. E. 2013. Service Marketing: Integrating Customer Focus Across The Firm, 16th Edition. McGraw-Hill/Irwin, New York, NY.
[10] Kotler, Philip and Gary Armstrong. 2018. Principles of Marketing, 17h Edition, Prentice Hall, Inc. A Pearson Education Company, Upper Saddle River, New Jersey.
[11] Domingos, A., Silva, J. C. M., Pereira, J. A. 2017. On The Use of The Quality Function Deployment Matrix for Flexible and Quantitative Prioritization. Journal of Advanced Management Science, Vol. 5 No. 5.
[12] Heizer, J. and Render, B. 2005. Operation Management, 7th Edition, Prentice Hall, New Jersey.
[13] Chen, L. and Chen, C. 2014. Normalisation Models for Prioritising Design Requirements for Quality Function Deployment Processes. International Journal Prod. Res., Vol. 52 No. 2, pp. 299-313.
[14] Cohen, Louis. 1995. Quality Function Deployment: How to Make QFD Work for You. Prentice Hall, New Jersey.
[15] Tjiptono, Fandy & Anastasia Diana. 2003. Total quality management, Andi, Yogyakarta.
[16] Alrabghi, Leenah O. 2013. QFD In Software Engineering. Master Thesis, Kent State University.
[17] Sugiyono. 2012. Memahami Penelitian Kualitatif. Bandung: ALFABETA.
Cite This Article
  • APA Style

    Rizki Ariyani, Tristyanti Yusnitasari, Teddy Oswari, Reni Diah Kusumawati, Saurabh Mittal. (2019). Consumer Behaviour Analysis in Online Music Purchases in Indonesia by Implementing 7P’s Marketing Strategy Using Quality Function Deployment (QFD). American Journal of Engineering and Technology Management, 4(3), 57-65. https://doi.org/10.11648/j.ajetm.20190403.11

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    ACS Style

    Rizki Ariyani; Tristyanti Yusnitasari; Teddy Oswari; Reni Diah Kusumawati; Saurabh Mittal. Consumer Behaviour Analysis in Online Music Purchases in Indonesia by Implementing 7P’s Marketing Strategy Using Quality Function Deployment (QFD). Am. J. Eng. Technol. Manag. 2019, 4(3), 57-65. doi: 10.11648/j.ajetm.20190403.11

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    AMA Style

    Rizki Ariyani, Tristyanti Yusnitasari, Teddy Oswari, Reni Diah Kusumawati, Saurabh Mittal. Consumer Behaviour Analysis in Online Music Purchases in Indonesia by Implementing 7P’s Marketing Strategy Using Quality Function Deployment (QFD). Am J Eng Technol Manag. 2019;4(3):57-65. doi: 10.11648/j.ajetm.20190403.11

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  • @article{10.11648/j.ajetm.20190403.11,
      author = {Rizki Ariyani and Tristyanti Yusnitasari and Teddy Oswari and Reni Diah Kusumawati and Saurabh Mittal},
      title = {Consumer Behaviour Analysis in Online Music Purchases in Indonesia by Implementing 7P’s Marketing Strategy Using Quality Function Deployment (QFD)},
      journal = {American Journal of Engineering and Technology Management},
      volume = {4},
      number = {3},
      pages = {57-65},
      doi = {10.11648/j.ajetm.20190403.11},
      url = {https://doi.org/10.11648/j.ajetm.20190403.11},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajetm.20190403.11},
      abstract = {Music is the expression of one's feelings which are expressed in beautiful tones and poems. Music can be packaged in the form of cassette or Compact Disc (CD), on this millennial era, music can be enjoyed from music sites, as well as in smartphone applications with various musical genres. Music is easy to access now, where people can enjoy music anywhere and anytime through music sites. To build a system for purchasing music online, this study is aim to analyze consumer behavior in purchasing music online in Indonesia by implementing 7P's Marketing Strategy and Quality Function Deployment (QFD). Questionnaire is used to get data from respondents and data obtained from respondents will be processed using the Application of Quality Functions. Data from respondents are to identify consumer needs and for technical requirements. The research methodology begins with gathering user needs and analyze data using QFD. The results of analysts on House of Quality have 6 elements that are prioritized for the development of system that will be built on purchase music online.},
     year = {2019}
    }
    

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    AU  - Rizki Ariyani
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    AB  - Music is the expression of one's feelings which are expressed in beautiful tones and poems. Music can be packaged in the form of cassette or Compact Disc (CD), on this millennial era, music can be enjoyed from music sites, as well as in smartphone applications with various musical genres. Music is easy to access now, where people can enjoy music anywhere and anytime through music sites. To build a system for purchasing music online, this study is aim to analyze consumer behavior in purchasing music online in Indonesia by implementing 7P's Marketing Strategy and Quality Function Deployment (QFD). Questionnaire is used to get data from respondents and data obtained from respondents will be processed using the Application of Quality Functions. Data from respondents are to identify consumer needs and for technical requirements. The research methodology begins with gathering user needs and analyze data using QFD. The results of analysts on House of Quality have 6 elements that are prioritized for the development of system that will be built on purchase music online.
    VL  - 4
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Author Information
  • Faculty of Computer Science, Gunadarma University, Depok, Indonesia

  • Faculty of Computer Science, Gunadarma University, Depok, Indonesia

  • Faculty of Economics, Gunadarma University, Depok, Indonesia

  • Faculty of Economics, Gunadarma University, Depok, Indonesia

  • Faculty of Computer Science, Asia Pacific Institute of Management, New Delhi, India

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