MEASURING VARIABLES AFFECTING CUSTOMER WILLINGNESS TO ATTEND LIVE MUSIC PERFORMANCE IN INDONESIA

The advent of music digitization era has face the music industry to face a new big challenge in terms of their business sustainability. Focus on selling physical CD or digital music has no longer promising as the danger of piracy. Thus, the musician and its management should consider about another options or revenue stream that cannot be duplicated. One of the most promising revenue streams is live music performance that is unique, excludable, and non-duplicable. This study aims to measure variables that affect the customer willingness to attend live music performance. Using quantitative method, this study focus on analyzing the students in DKI Jakarta and West Java. This research analyzed some variables, which are distance, price, accompaniment, YouTube, digital music, type of live music performance, and popularity. The result shows that most of the variables affect the customer willingness to attend live music performance and there are also some related variables. The customers significantly consider accompaniment and price simultaneously and also digital music and music video on YouTube sites. The researcher also give some recommendation such as developing bundling package promo and improving the quality of digital music and music video on YouTube so that the customers more aware and willing to attend live music performance. Keywords: customer, industry, live, music, willingnes