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
Volume 4, Issue 3, June 2019, Pages: 57-65
Received: Jan. 31, 2019; Accepted: May 21, 2019; Published: Sep. 27, 2019
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Authors
Rizki Ariyani, Faculty of Computer Science, Gunadarma University, Depok, Indonesia
Tristyanti Yusnitasari, Faculty of Computer Science, Gunadarma University, Depok, Indonesia
Teddy Oswari, Faculty of Economics, Gunadarma University, Depok, Indonesia
Reni Diah Kusumawati, Faculty of Economics, Gunadarma University, Depok, Indonesia
Saurabh Mittal, Faculty of Computer Science, Asia Pacific Institute of Management, New Delhi, India
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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.
Keywords
Consumer Behavior, Online Music, 7P’s Marketing Strategy, QFD
To cite this article
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), American Journal of Engineering and Technology Management. Vol. 4, No. 3, 2019, pp. 57-65. doi: 10.11648/j.ajetm.20190403.11
Copyright
Copyright © 2019 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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