MEASURING VARIABLES AFFECTING CUSTOMER WILLINGNESS TO ATTEND LIVE MUSIC PERFORMANCE IN INDONESIA
Situmorang, Zandri Septian; Iskandar, Budi Permadi · Universitas Negeri Yogyakarta
The advent of music digitization era has face the music industry to face a new big challenge in terms of their business sustainability. Focus on selling physical CD or digital music has no longer promising as the danger of piracy. Thus, the musician and its management should consider about another options or revenue stream that cannot be duplicated. One of t…