Revista Egitania Sciencia - Volume 13 | ARTICLE

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

Author: Reni Diah Kusumawati (reni_dk@staff.gunadarma.ac.id)*, Detty Purnamasari**, Sardiyo ***

Publication: Revista Egitania Sciencia - Volume 13

Abstract:
The development of technology and science has shifted consumer behaviour towards music enjoyment. Music product innovation needs to be done so that consumers are interested in buying music legally. One form of generating creative musical products is utilizing Augmented Reality (AR) by embedding it in a compact disc (CD). The advantages of an innovative music product and promotion conducted via the 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 on the consumer purchase intentions and buying decisions on legal music products. The population of this research is music loving consumers, using 150 respondents. Data were obtained through questionnaires, and analysed using critical path analysis. The results obtained in this study indicate the following: as far as the purchase intention of music products are concerned, the variables of product innovation, sales promotion and direct marketing influence it directly; as for the buying decisions of music products (in the variables of product innovation, sales promotion and direct marketing) the influence is direct and also indirect through purchase intention.


Keywords: Buying Decision, Purchase Intention, Product Innovation, Promotion Mix





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