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ABSTRACT
This paper examines the marketing strategies, specifically the digital channels, which are utilized in music
festivals and events in to attract audiences and attendees. It focused on methods for communicating with audiences
with a view to determine the effective marketing strategies for the music festivals. The study incorporate literature
review and data research to support the examination. The hypothesis of this research is that social media has a
tremendous affect in influencing a customer’s purchasing decision. A survey was conducted to determine the
effectiveness of digital marketing channels in influencing customers purchasing decision. The questions are all
regarding the kind of advertisement customers would mostly see and utilize when promoting events. Furthermore,
it can be taken into account that the motivation of customers in attending the events can influence exactly what
kind of music events that they attend. In addition, the results of the data research can also provide how digital
marketing channels would reach out to customers outside of Indonesia, expanding the audience and attendees to
the international market.
Keywords: Marketing, Digital Marketing Channels, Music Festivals and/or Events, Customers
ABSTRAK
Makalah ini membahas strategi pemasaran, khususnya saluran digital, yang digunakan dalam festival
musik dan acara, untuk menarik penonton dan peserta. Makalah ini berfokus pada metode untuk berkomunikasi
dengan audiens dengan maksud untuk menentukan strategi pemasaran yang efektif untuk festival musik. Studi ini
menggabungkan literatur ulasan dan riset data untuk mendukung pengujian. Hipotesis dari penelitian ini adalah
bahwa media sosial sangat berpengaruh dalam mempengaruhi keputusan pembelian pelanggan. Sebuah survei
saluran pemasaran digital dalam mempengaruhi keputusan pembelian pelanggan. Semua pertanyaan
berhubungan akan semua jenis iklan yang kostumer sering lihat ketika mempromosikan acara. Selebihnya, dapat
diperhitungkan bahwa motivasi yang membuat orang datang dapat mempengaruhi jenis acara apa yang didatangi.
Selain itu, hasil dari penelitian data juga bisa memberikan bagaimana saluran pemasaran digital akan
mengjangkau pelanggan di luar Indonesia, memperluas audiens dan peserta ke pasar international.
Kata kunci: Pemasaran, Saluran Pemasaran Digital, Festival Musik dan atau Acara, Pelanggan
1
I. INTRODUCTION
Music festival is a way to express arts or culture that usually is interpreted through
themes according to genre, thus, nowadays, are produced everywhere around the world. Various
types of festivals and events have long existed as a significant part of human society and were
devised as forms of public display, civic ritual and collective celebration (Oklobdžija, 2017).
These music festivals unite any races, cultures, languages, no matter where these people come
from. Thus, this is considered as one strategic ways promotes unity and peace. Furthermore,
festivals are thought to “influence communities in various ways through culture development,
tourism development, community integration, city-image improvement, as well as economic
development” (Park, 2010).
Though music festivals are well renowned in the western developed world, they are
recently growing in developing countries such as in Indonesia. We The Fest (WTF), a highly
anticipated music festival in Jakarta, Indonesia, would invite Macklemore & Ryan Lewis, The
Temper Trap and other booming international musicians and artists. Sunny Side Up Tropical
Festival went for two days festival gathers international musicians and DJs. LaLaLa
International Forest Festival did it hidden in Orchid Forest Cikole woodland, somewhere in
Bandung, had also invited international artists. Air Festival happened in Lombok, with white-
sand beaches, crystal waters, feeling relaxed and went for three days featured Mimi Love,
Rampa and others. Java Jazz Festival also have done so many times invited international artists’
lineup, such as Jamie Cullum, Brian McKnight, Jason Mraz and other international lineups.
Djakarta Warehouse Project (DWP) is the biggest electronic dance music (EDM) festival in
Southeast Asia. Avicii, Calvin Harris, Alesso, David Guetta, DJ Snake, all the greatest DJs and
artists have been involved in DWP (Crovara, 2018). Furthermore, these music festivals have
been heard by other countries outside Indonesia.
There are always strategies for music festivals to grow, especially for marketing to get
the world’s attention, to make people from all around the world to come, not only for the
audience, but also the artists, the musicians, the lineups. Hence, this paper will examine the
importance of marketing channels when promoting music festivals and how as a result, it can
benefit the host city, the country’s economy during festival seasons and whether or not digital
marketing channels are effective in influencing consumer behavior.
These are the reasons why marketing is important for events (Big Business Events,
2017):
1. Get to know the ideal customer profile: market the event to the consumers who are
potential or even already exist.
2
2. Discover what will work best: finding the right message to attract the customers,
by doing tests.
4. Build trust with customers: easy to reach by the customers, often being seen in
marketplace, honest message and agility of customer service.
According to Taylor (2018), there are seven effective digital marketing channel
strategies in promotion in the digital era; (1) website, (2) e-mail promotion, (3) social media, (4)
organic search, (5) paid search, (6) mobile, and (7) display ads:
1. Websites: this can include blogging, reviews, and many more. Websites are “workhorses
for communicating and selling to prospects and customers”.
Pros:
Flexible platforms with multimedia capabilities for distributing content in a
variety of formats
Does not require high IT technical skills
High level of engagement with existing customers while being able to attract
new customers
Excellent for brand awareness
Provides the ability to measure and track performance
Boosts Search Engine Option (SEO)
Cons:
Creating sites that attract and retain visitors requires strategic, design and
content creation expertise
Creating relevant content on a regular basis can be challenging and time
consuming
Requires a publisher mindset from brands possibly not used to this model
Requires planning, organization and editorial control
3
2. E-mail Promotion: it is an effective way to build and maintain rapport with potential clients
and maintain relationships with existing customers. As the prospects progress through the
sales funnel, companies can focus on helping them solve specific problems and achieve
specific goals, rather than abruptly pushing them toward sales.
Pros:
Cost-effective way of engaging an audience on an ongoing basis
Helps build relationships by regularly sharing valuable information
Can be customized and tailored to specific buyer personas
Allows consumers to grow into their decision to make a purchase
Provides many segmentation options
Companies retain complete control over the content prospects and customers
receive
Can micro-track and analyze everything from open rate to click-through
Cons:
Building a customer email database can take time
Risk irritating customers by sending too many emails
Customers can easily unsubscribe or mark emails as spam
So saturated that many people ignore emails
Competing with other email marketers
3. Social Media: social media is now becoming one of the most powerful digital marketing
tools for businesses which allows businesses to build wide networks, open public opinions
or discussions, and engaged with people in real time.
Pros:
Accessible for company and customers. Keep customers in the loop
Allows the company to be in touch in real-time conversation. Giving
response to customers immediately to show that the company cares
about the customers
Open discussions, feedbacks, complaints and opinions.
Great for customer service to be engaged directly with customers.
Agility and transparency which create brand loyalty
Minimum cost
Get insight data of the business promotion and activities
Cons:
Traffic social media is hard to break thus making it difficult for
companies to get potential customers focus on companies’ posts
Takes a large amount of time to grow
Continuous communicating with customers, either asking for
customers’ opinions about upcoming products or keep updating so
the customers know that this business still exists
4
Stealing posts of one company or duplicate posts, spammers and other
malicious activities Spend times to create interesting and unique content
Spend times to create interesting and unique content
4. Search Engine Optimization (SEO): people use search engine to find information about
brands, products and services. Search engine is one of digital marketing strategy to boost
rank of keyword research (title tags, headings, content).
Pros:
Cost-effective marketing strategy
Great position or great rank can be satisfying for quite a long time to
come
Creates traffic
Targeted traffic flows continuously
Gives exposure to people who are looking for solutions
Cons:
Competitive niche
Take a long time to match the competitors’ scale
The search engine algorithms’ updates and changes can be controlled
5. Paid Search (Pay per Click Advertising): the company’s website appears at the top of the
page. The company pays when someone clicks the website. Each click will be paid by the
company. Almost the same as SEO, the advertising can be targeted by keywords, language,
geography and even previous visit.
Pros:
Able to be tested and tracked
The result is quick
The deployment is fast
Cons:
Competitive keywords. Companies are willing to pay more in order
to get quality keyword
Too many competitors
6. Mobile Marketing: Contents designed to engage with customers through email or other
mobile applications. Companies that are not engaging with the customers have more risk in
losing sales and market share.
Pros:
Boost revenue, sales and minimum cost
Build customer loyalty
Work remotely can be anywhere, only need smartphone, laptop or
tablet
5
Provides data of result to build wide views of customers
Cons:
Lack of data
Ineffective measurement
Mobile capabilities
Tracking difficulty
7. Display Advertising: this channel is often used to increase brand awareness for new
products or offers to reach out customers. The advertising should be “interesting and
catchy to link the customers to the website or landing page”.
Pros:
Targeted
Flexible
Segmented (demographics, geographic, behavior)
Insight data such as numbers reached, clicks, actions
Manage budget easily
Cons:
Difficulty in finding and reaching right demographic without target
in details
Competitive in making unique and catchy advertisement (should be
as creative as possible)
6
Figure 1: Effective Channels for Digital Marketing
Every year, there is a rise in the abundance of different types of music festivals
worldwide. Goal achievement of any festival depends heavily on marketing, regardless of the
diverse purposes of the festivals. Before the popularization of the internet for marketing
purposes, there were different ways for advertising festivals. This can be through different usage
of media outlet such as radio, TV, newspapers, magazines, as well as via telemarketing or
pamphlets. Usually, the goal was to promote the festival’s name among as many people as
possible (Oklobdžija, 2017).
According to the Figure 2, the largest amount of internet users is located in the Asian
regions, hence, people in Asia are the most interactive users of internet. Figure 3 depict the live
statistic data of numbers of Internet users around the world during the time that the data was
collected. Hence, a lot of promotion for music festivities can most likely be promoted through
the means of the Internet especially through social media.
7
Figure 2: Internet Users by Regions
According to Creedon (2013), there are four ways to utilize social media to boost events;
8
a. Collaborate: Utilizing social media can save event organizers tremendous
amount of time and effort by “creating a collaborative environment and reduce
endless small exchanges”
b. Involve Attendees: Event organizer can ask people regarding their opinions on
vote for speakers, music bands, artists and more that they most want to hear and
create “online buzz” to create the excitement
c. Find Suppliers: Customers tend to read online review before a purchase decision.
Thus, music festival attendees may read reviews and critics regarding the music
events and/or festival to help make their final purchasing decision.
9
d. Maintaining An Engaged Community: Social media can be used to keep the
community engaged all year round, increasing potential customers for the future.
Music festivals also affects local economies by hiring people for temporary jobs.
Restaurants, hotels, and convenience also prepare long before the festivals arrive. Raising
prices, increasing part-timers for extending business hours, these all activities have been done
by the companies’ surroundings the festivals. Local companies or businesses that explained
above gain most of the benefits, 20-30% increased during the festivals’ week. Not only for local
economies, but also companies who sponsored the festivals. By sponsoring the festivals, the
companies’ brands can be seen as valuable brands, with hope that these brands will leave
positive memories (Clark, 2015).
88 Promosindo accepted the request to interview regarding how 88 Promosindo uses its
marketing channels. 88 Promosindo is an Event Organizer in Jakarta, Indonesia that holds
exhibitions. Following the era of technology, 88 Promosindo cannot ignore the existence of
digital marketing channels. 88 Promosindo has Instagram, Facebook, Twitter and YouTube in
order to promote the events, be in touch with people in real time. 88 Promosindo confessed that
the platform used to promote the event is social media, followed with surprising reason that
social media is the most effective channel to attract visitors. Since people cannot put the phones
away for hours, 88 Promosindo stated that people are more touched and connected to the
Internet to look up for information and wide connection.
The questionnaires were distributed via e-mails, online, and through social media
applications. There were a total of 100 respondents that responded to the given questionnaires.
The total number of questions that were given to the respondents were 12 questions, but only 9
were relevant in finding the statistic and correlation for this research. The questions were all
pertaining about people’s age, work status, and questions relating with marketing channels and
what kind of music event that they have attended.
In order for all the data to fit in the page, the question titles were abbreviated. Listed
below are the meanings of the abbreviations:
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IV.1. DESCRIPTIVE ANALYSIS
Table 1 shows a descriptive statistic data that were collected at the end of the research. There are a total of 100 respondents,
thus an n value that appeared in this table depicts that there are no missing values in the data. The minimum value in the data shows
that 1 as the smallest and the maximum value varies based on the questions that were given to the respondents. According to the table,
the mean value shows the average of the data, hence, according to the data the questionnaire with the largest mean is MUSFEST with
a mean of 3.82. Skewness measure the asymmetry of the data with 0 meaning that it has a normal distribution. All data with the
exception of EOORVISIT and PLATADS shows almost a normal skewness. EOORVISIT shows a very negative skewness at -3.762,
which can be concluded that the graph for the respective data skew to the left while PLATADS shows a very positive skewness which
can be concluded that the distribution is not normal because it is leaning mostly to the right on a graph.
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IV.2. FREQUENCIES
Table 2: Statistics
Statistics
AGE GENDER EOORVIST PLATEO PLATPROM PLATADS TOURIST MOTIVE MUSFEST
Valid 100 100 100 100 100 100 100 100 100
N
Missing 0 0 0 0 0 0 0 0 0
Mean 1.91 1.44 1.94 1.99 2.61 1.46 1.24 1.93 3.82
Std. Error of Mean 0.078 0.050 0.024 0.159 0.285 0.130 0.043 0.117 0.286
Median 2.00 1.00 2.00 1.00 1.00 1.00 1.00 1.00 2.50
Mode 2 1 2 1 1 1 1 1 1a
Std. Deviation 0.780 0.499 0.239 1.586 2.846 1.298 0.429 1.166 2.858
Variance 0.608 0.249 0.057 2.515 8.099 1.685 0.184 1.359 8.169
Skewness 0.551 0.245 -3.762 1.102 1.312 3.213 1.236 0.841 0.169
Std. Error of Skewness 0.241 0.241 0.241 0.241 0.241 0.241 0.241 0.241 0.241
Kurtosis -0.097 -1.980 12.401 -0.606 -0.183 10.015 -0.482 -0.865 -1.932
Std. Error of Kurtosis 0.478 0.478 0.478 0.478 0.478 0.478 0.478 0.478 0.478
Range 3 1 1 4 7 6 1 3 6
Minimum 1 1 1 1 1 1 1 1 1
Maximum 4 2 2 5 8 7 2 4 7
Sum 191 144 194 199 261 146 124 193 382
25 1.00 1.00 2.00 1.00 1.00 1.00 1.00 1.00 1.00
Percentiles 50 2.00 1.00 2.00 1.00 1.00 1.00 1.00 1.00 2.50
75 2.00 2.00 2.00 3.75 3.50 1.00 1.00 3.00 7.00
a. Multiple modes exist. The smallest value is shown
Source: SPSS
According to Table 2, there are no missing values. This can be interpreted that all questions in the questionnaire has been
answered by the responders.
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IV.3. REALIABILITY
Table 3: Case Processing Summary The Cronbach’s Alpha is a test to measure the reliability
Case Processing Summary scale or internal consistency of a set of data (The University of
N % Virginia Library, 2015). The Cronach’s Alpha measure the
covariance amongst the items, in other words, the measure of
Valid 100 100.0
a
strength of the correlation between two or more sets of the
Cases Excluded 0 0.0 random variants. The Cronbach’s Alpha based on Standardized
Total 100 100.0 Items employs the correlations amongst the items presented.
a. Listwise deletion based on all variables in the procedure. The results α coefficient of reliability ranges from 0 to 1. The
closer it is to 1, the higher the covariance is, the closer the result
Source: SPSS it is to 0, the lower the consistency it is. According to Table 4,
the coefficient (α) for the 9 test items is 0.277 which shows that
Table 4: Reliability Statistics the data is not as consistent and it is not very reliable. As the
Reliability Statistics reliability measures at 0.277 which can be interpreted that
27.7% of the variability in the scores captured by that measure
Cronbach's Cronbach's Alpha Based on N of represented the construct which the remaining 72.3%The
Alpha Standardized Items Items reason why the reliability of the data may not be that high is
perhaps that because the questionnaire may not be fully
understood by most respondents, there might not be enough
0.170 0.277 9
respondents that responded to the questionnaires, and/or there
Source: SPSS might not be enough questions to accommodate the correlation
research.
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Table 5: Intraclass Correlation Coefficient
Intraclass Correlation Coefficient
95% Confidence
F Test with True Value 0
Intraclass Interval
b
Correlation Lower Upper
Value df1 df2 Sig
Bound Bound
Single Measures .022a -0.010 0.067 1.205 99 792 0.096
c. This estimate is computed assuming the interaction effect is absent, because it is not estimable otherwise.
Source: SPSS
The Intraclass Correlation Coefficient (ICC) is a measure of the reliability of measurements (Koo & Li, 2016). The ICC is an
index of the reliability of the ratings for a typical, single variable. If two variables are closely related, there should be a high correlation
between the results. As the table show, the Intraclass Correlation has a low number with its Single Measures at .022 while the Average
Measures with 0.170. Hence, it can be concluded that on average, there are no high correlation amongst the results.
15
IV.4. CORRELATIONS
Table 6: Correlations
Correlations
AGE GENDER EOORVIST PLATEO PLATPROM PLATADS TOURIST MOTIVE MUSFEST
Pearson Correlation 1 0.181 -.246* .293** 0.130 0.051 -0.025 -0.018 -0.012
Sig. (2-tailed) 0.072 0.013 0.003 0.198 0.612 0.802 0.858 0.907
Sum of Squares and
AGE 60.190 6.960 -4.540 35.910 28.490 5.140 -0.840 -1.630 -2.620
Cross-products
Covariance 0.608 0.070 -0.046 0.363 0.288 0.052 -0.008 -0.016 -0.026
N 100 100 100 100 100 100 100 100 100
**
Pearson Correlation 0.181 1 0.139 0.057 0.101 0.027 0.115 -.311 -0.142
Sig. (2-tailed) 0.072 0.167 0.575 0.319 0.786 0.254 0.002 0.158
Covariance -0.046 0.017 0.057 -0.051 0.057 -0.013 0.015 -0.035 0.019
N 100 100 100 100 100 100 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Source: SPSS
16
Table 7: Correlations (Continued)
Correlations
AGE GENDER EOORVIST PLATEO PLATPROM PLATADS TOURIST MOTIVE MUSFEST
** *
Pearson Correlation .293 0.057 -0.135 1 -0.030 .248 -0.100 0.060 0.015
Sig. (2-tailed) 0.003 0.575 0.180 0.767 0.013 0.321 0.555 0.881
Covariance 0.363 0.045 -0.051 2.515 -0.135 0.510 -0.068 0.110 0.069
N 100 100 100 100 100 100 100 100 100
Pearson Correlation 0.130 0.101 0.084 -0.030 1 0.057 0.077 -0.020 -0.190
Sig. (2-tailed) 0.198 0.319 0.405 0.767 0.572 0.444 0.840 0.058
Covariance 0.288 0.143 0.057 -0.135 8.099 0.212 0.095 -0.068 -1.546
N 100 100 100 100 100 100 100 100 100
Pearson Correlation 0.051 0.027 -0.040 .248* 0.057 1 .199* 0.108 .210*
Sig. (2-tailed) 0.612 0.786 0.690 0.013 0.572 0.048 0.284 0.036
17
Table 8: Correlations (Continued)
Correlations
AGE GENDER EOORVIST PLATEO PLATPROM PLATADS TOURIST MOTIVE MUSFEST
*
Pearson Correlation -0.025 0.115 0.142 -0.100 0.077 .199 1 0.074 0.151
Sig. (2-tailed) 0.802 0.254 0.159 0.321 0.444 0.048 0.463 0.134
Sum of Squares and
TOURIST -0.840 2.440 1.440 -6.760 9.360 10.960 18.240 3.680 18.320
Cross-products
Covariance -0.008 0.025 0.015 -0.068 0.095 0.111 0.184 0.037 0.185
N 100 100 100 100 100 100 100 100 100
**
Pearson Correlation -0.018 -.311 -0.124 0.060 -0.020 0.108 0.074 1 .318**
Sig. (2-tailed) 0.858 0.002 0.218 0.555 0.840 0.284 0.463 0.001
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Table 9: Inter-Item Correlation Matrix
Inter-Item Correlation Matrix
AGE GENDER EOORVIST PLATEO PLATPROM PLATADS TOURIST MOTIVE MUSFEST
AGE 1.000 0.181 -0.246 0.293 0.130 0.051 -0.025 -0.018 -0.012
GENDER 0.181 1.000 0.139 0.057 0.101 0.027 0.115 -0.311 -0.142
EOORVIST -0.246 0.139 1.000 -0.135 0.084 -0.040 0.142 -0.124 0.028
PLATEO 0.293 0.057 -0.135 1.000 -0.030 0.248 -0.100 0.060 0.015
PLATPROM 0.130 0.101 0.084 -0.030 1.000 0.057 0.077 -0.020 -0.190
PLATADS 0.051 0.027 -0.040 0.248 0.057 1.000 0.199 0.108 0.210
TOURIST -0.025 0.115 0.142 -0.100 0.077 0.199 1.000 0.074 0.151
MOTIVE -0.018 -0.311 -0.124 0.060 -0.020 0.108 0.074 1.000 0.318
MUSFEST -0.012 -0.142 0.028 0.015 -0.190 0.210 0.151 0.318 1.000
Source: SPSS
The Pearson Correlation is shown in Table 6, Table 7, and Table 8 which can prove the correlation amongst the variables that
were given. According the Pearson Correlation, the sign of r = the nature of correlation while the value of r = the strength of
correlation.
Thus, if;
r = 0 (no correlation)
0 < r < 0.25 (weak correlation)
0.25 < r < 0.75 (intermediate correlation)
0.75 < r < 1 (strong correlation)
r = 1 (perfect correlation)
According to Table 9, the graph depict the correlation between each questions that were asked. Hence, the graph shows that
the two questions that have the no correlation whatsoever or has little to no relationship is MOTIVE and GENDER with a correlation
of -0.311. This can be interpreted that the motivation for people to attend a music event and/or festival has no relationship with the
type of gender a person identify as. On the other hand, MUSFEST and MOTIVE has a strong correlation with one another, with
0.318. This can be interpreted that the motivation that a person has, has a high relationship with what kind of music festival and/or
event that they attend.
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V. CONCLUSION AND FINDINGS
The result of this research is however still not supporting the hypothesis that social media
affects the participants’ behavior in motivation to attend the music festivals. Thus, there are
many possible reasons as to why the result of the research may not be as align as the hypothesis.
For one thing, the survey respondents were merely 100 participants, thus, the lack of data in the
numbers of participants can have an effect to the results of the research data, making it quite
unreliable. The inconsistency of the data can be the result of participants may be unsure or
perhaps the questions that were asked were unclear to the respondents, hence, the inconsistency
of the data results. Furthermore, there were only 9 out of 12 questions that were relevant to the
research that were used, thus, the lack of support from the data can be the result of the
insufficient amount of questions in the survey.
For the qualitative part of the research, an interview was conducted. The interview was
with an event organization firm called 88 Promosindo. The company stated that their company
benefit greatly from the usage of social media. Digital marketing, specifically the usage of social
media, is a recent marketing channel that have started becoming popular after the world entered
the 21st century (Monnappa, 2018). Thus, businesses cannot afford to be left behind in the digital
ages therefore many businesses, those who have been around for decades and even startup
businesses, are incorporating social media in their marketing channels for an effective way to
promote their event. Changings in technology is inevitable, thus, businesses need to quickly
learn how to adapt to new technological changes.
Though the result of the data did not fully support the hypothesis, there were some
findings that were found in the data results. For instance, the platform that majority of the survey
respondents utilize to choose and find music festivals are from Instagram, YouTube, and
Facebook. Furthermore, the motives for the respondents that made them attend the music
festivals and events are mostly because of the lineup of the artists and the theme of the music
festivities and event. In addition, many survey respondents would encounter people from outside
Indonesia such as from the United States, Singapore, China, Malaysia, Japan, United Kingdoms,
Australia, Algeria, India, Germany, Denmark, the Netherlands and many more. Thus, it can be
concluded that social media have a strong influence in purchasing decisions for customers in
the international market.
The digital market is always changing. Thus, businesses need to be able to maintain their
ability of being able to endure the changes especially regarding to the “emerging trends and the
development of newer and smarter Search Engine Algorithms” (Monnappa, 2018). Hence,
regardless of the kind of event that is being promoted, social media can play an important role
before, during and after the respective events. After all, “with the right strategy and tools in
place, event organizers can harness social media to attract more attendees, cultivate
engagement and extend the lifetime value of their events” (Creedon, 2013).
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