Innovation and Promotion Activities In The Internet To Increase Sales Volume Of Music Product Using Augmented Reality Technology

摘要

The development of technology and science has shifted consumer udbehaviour towards music enjoyment. Music product innovation needs to be uddone so that consumers are interested in buying music legally. One form of udgenerating creative musical products is utilizing Augmented Reality (AR) by udembedding it in a compact disc (CD). The advantages of an innovative music udproduct and promotion conducted via the Internet were expected to revive the udmusic industry in Indonesia. This study aimed to assess the effect of product udinnovation, advertising, sales promotion, and direct marketing on the consumer udpurchase intentions and buying decisions on legal music products. The udpopulation of this research is music loving consumers, using 150 respondents. udData were obtained through questionnaires, and analysed using critical path udanalysis. The results obtained in this study indicate the following: as far as the udpurchase intention of music products are concerned, the variables of product udinnovation, sales promotion and direct marketing influence it directly; as for the udbuying decisions of music products (in the variables of product innovation, udsales promotion and direct marketing) the influence is direct and also indirect udthrough purchase intention.