DOMINANT FACTORS OF FOREIGN MUSIC ATTRIBUTE FOR STUDENTS STUDY IN PRESIDENT UNIVERSITY

Abstract

The competition in the industry is not limited to locals only, but also to foreign musicians. In the past 3 year there are only 4 local songs listeners top 40 chart in Prambors Radio. That local songs could not generate more value to listener. Local listener value more foreign music than local music. This research aims to identify the dominant factors of music listener behavior by applying Consumption Value Theory which comprises functional value, social value, emotional value, epistemic value, and conditional value. Questionnaire is distributed personally to 179 The research used purposive sampling method with music listeners in President University, Cikarang, Indonesia area as the population. The data obtained is analyzed with factor analysis method. The result found two dominant factors namely Personal Sentiment and Socialization Ability.