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.
