Path: TopS1-Final ProjectSchool of Business and Management2017

RECOMMENDATION FOR THE DEVELOPMENT OF LOCAL MUSIC STREAMING SERVICES BASED ON INDONESIAN MILLENNIALS USERS

RECOMMENDATION FOR THE DEVELOPMENT OF LOCAL MUSIC STREAMING SERVICES BASED ON INDONESIAN MILLENNIALS USERS

Undergraduate Theses from JBPTITBPP / 2017-09-20 15:34:21
Oleh : Teofilos Bramantio I (NIM 19014006), School of Business and Management
Dibuat : 2017-09-20, dengan 1 file

Keyword : Buyer Persona, Customer Journey Map, Management Innovation Technology, Music Streaming and Value Proposition

Layanan streaming musik telah menjadi alternatif bagi masyarakat untuk mendengarkan musik. Dengan masuknya layanan streaming musik yang masuk ke Indonesia seperti Deezer, Guvera, Apple Music, dan Spotify, terbukti bahwa terjadi peningkatan awareness musik di Indonesia. Layanan streaming musik lokal juga kerap datang dari dalam negeri seperti Ohdio.FM dan Langitmusik. Mengetahui dari survei analitis aplikasi musik yang dilakukan oleh App Annie di bulan Juni 2016, layanan streaming musik lokal di Indonesia ternyata belum sampai di 10 besar wilayah Indonesia sendiri. Ternyata, 10 grafik teratas diraih oleh layanan streaming diluar Indonesia seperti Joox, Spotify, dan Soundcloud. Studi ini akan menilai dan mendapatkan rekomendasi untuk layanan streaming musik lokal berdasarkan pengguna Millennials di Indonesia. Oleh karena itu, metodologi yang digunakan adalah Customer Journey Map, Buyer Persona, dan Value Proposition Canvas. Hasil dari penelitian ini adalah memberikan beberapa rekomendasi atau pilihan pada empat jenis Value Proposition yang berbeda berdasarkan jenis Buyer Persona yang berbeda (Pendengar Musik Pop / Mainstream, Penggemar Musik, Pencari Musik Underground, dan Music Snob) dan satu Value Proposition Canvas terintegrasi yang mencangkup semua jenis Buyer Persona.

Deskripsi Alternatif :

The music streaming service has become an alternative for the public in hearing music. Although there is not enough awareness in Indonesia, but there is an increase; As evidenced by the continuous inflow of music streaming services coming into Indonesia such as Deezer,

Guvera, Apple Music, and Spotify. There are also local services that come from within the country, kinds of Ohdio.FM and LangitMusik from Telkomsel and MelOn Indonesia. Knowing from the analytical survey of music application conducted by App Annie as of June 2016, local music streaming services in Indonesia have not reached the top 10 charts in the region Indonesia itself. Turns out the top 10 charts are held by major streaming services such as Joox, Spotify, and Soundcloud. This study will assess and get recommendation for local music streaming services based on Indonesian Millennials’ users. Therefore, the methodology being used are Customer Journey Map, Buyer Persona, and Value Proposition. The result of this study is giving several recommendation or options on four types of different Value Proposition Canvas based on different types of buyer personas (Pop/Mainstream Music

Listeners, Music Enthusiast, Underground Music Seekers, and Music Snob) and one fully integrated Value Proposition Canvas.

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PropertiNilai Properti
ID PublisherJBPTITBPP
OrganisasiSchool of Business and Management
Nama KontakUPT Perpustakaan ITB
AlamatJl. Ganesha 10
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon62-22-2509118, 2500089
Fax62-22-2500089
E-mail Administratordigilib@lib.itb.ac.id
E-mail CKOinfo@lib.itb.ac.id

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  • Dr. Dina Dellyana, Apt., MBA., Editor: Taupik Abidin

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