INNOVATION AND PROMOTION ACTIVITIES IN THE INTERNET TO INCREASE SALES VOLUME OF MUSIC PRODUCT USING AUGMENTED REALITY TECHNOLOGY

Abstract

The development of technology and science has shifted consumer behavior in enjoying the music. Music product innovation needs to be done in order for consumers interested in buying music legally. One form of creative musical products is utilizing Augmented Reality (AR) by embedded it in a compact disc (CD). The advantages of innovation music product and promotion conducted via Internet were expected to revive the music industry in Indonesia. This study aimed to assess the effect of product innovation, advertising, sales promotion, and direct marketing to purchase intention and consumer buying decisions on legal music products. The population of this research is music loving consumers, using 150 respondents. Data were obtained through questionnaires, and analyzed using path analysis. The results obtained in this study indicate that the variables of product innovation, sales promotion and direct marketing influence on purchase intention of music product directly, and directly variables of product innovation, sales promotion and direct marketing influence on buying decisions of music products, and influence indirectly through purchase intention.