TY  - JOUR
PB  - Faculty of Economics YSU
EP  - 323
JF  - International Conference on Ethics of Business, Economics, and Social Science
ID  - UNY41800
Y1  - 2016/09/16/
AV  - public
SN  - 2528-617X
TI  - UNDERSTANDING LOCAL PERFORMANCE ART AUDIENCE: SEGMENTATION STUDY
A1  - Vania, Benita
A1  - Fachira, Ira
SP  - 299
UR  - http://eprints.uny.ac.id/41800/
N2  - 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
ER  -