UNDERSTANDING LOCAL PERFORMANCE ART AUDIENCE: SEGMENTATION STUDY

Vania, Benita and Fachira, Ira (2016) UNDERSTANDING LOCAL PERFORMANCE ART AUDIENCE: SEGMENTATION STUDY. International Conference on Ethics of Business, Economics, and Social Science. pp. 299-323. ISSN 2528-617X

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Abstract

In recent years, there is a global trend in maximizing the potential of creative industry, as it fuels the economy as a whole. The same path is taken by Indonesian government, which has a vision to turn creative industry into the nation’s economic powerhouse in 2025. In order to achieve this, all sectors of creative industry should be developed. Performing art is one sector in creative industry that is in the bottom two in terms of economic contribution. One contributing factor to this low performance is the lack of understanding the target audience, which is depicted by the lack of research in this area. This 6-month study analyses the demographic and physiographic profiles of the audiences. This research uses quantitative method for the data collection and cluster analysis for the data analysis. The result indicates that there are six groups of audiences, which have different profiles, motivations, and preferences in watching art performances. This unprecedented study aims to lay as a fundamental knowledge in Indonesian performing art marketing, in order to suit the needs and wants of the audiences better. It is hoped that this research could help performing art organizations in Indonesia and develop the sector as a whole. Keywords: consumer behavior, marketing research, performing art, segmentation

Item Type: Article
Subjects: Prosiding > Proceeding of ICEBESS 2016
Divisions: Fakultas Ekonomi
Depositing User: Admin Pendidikan Ekonomi FE
Date Deposited: 30 Sep 2016 00:19
Last Modified: 30 Sep 2016 00:19
URI: http://eprints.uny.ac.id/id/eprint/41800

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