The Key Elements of Viral Marketing on Music Streaming User-s Attitude of JOOX Indonesia
1. Irma Nilasari, 2. Dodie Tricahyono
1. Faculty of Business & Management
Universitas Widyatama
Bandung, Indonesia
Email: Irma.nilasari[at]widyatama.ac.id
2. Faculty of Economic & Business,
Telkom University
Bandung, Indonesia
Email: dodietricahyono[at]telkomuniversity.ac.id
Abstract
In 2017, the global recorded music industry players- revenue from music streaming exceeded the revenue from other music formats. It because of music streaming offers many benefits for listeners, which includes high quality, no need for stored devices, a huge array of music library, easy to listen, etc. In order to gain exponential growth of music listeners, the music streaming providers rely on viral marketing. Unfortunately, the elements that construct viral marketing effect are different between one country to another. This research focuses on the Indonesian key elements of viral marketing that drive the music streaming user-s attitudes of JOOX Indonesia (as a popular music streaming provider in Indonesia). The present study collected data by using google form and finally used 455 valid response as respondents. The data then analyzed by using factor analysis and multiple regression. The factor analysis discovered that from four dimensions of viral marketing (i.e. informativeness, entertainment, irritation, and source credibility) only two dimensions emerged, which are: entertainment, and trusted information (as a merged factor from irritation and source credibility). The multiple regression analysis found that both variables were significantly affect the JOOX Indonesia user-s attitudes. Some recommendations for JOOX Indonesia and also for future researches are being discussed in the last section.
Keywords: Viral marketing, User-s attitude, Music streaming, JOOX-Indonesia
Topic: Digital Marketing