Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Indonesian Journal of Business Analytics (IJBA)
Debora S. Hutagalung
Politeknik Negeri Medan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Customer Persona Gen Z Popular or Commercial Music Performance Art Septri Anisa; Artha Putri Br. Karo; Anwar Fuad Alamsyah Lubis; Debora S. Hutagalung; Andreas Panjaitan
Indonesian Journal of Business Analytics Vol. 6 No. 5 (2026): October 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i5.19032

Abstract

This study aims to build a typology  of Gen Z customer personas as an audience for popular or commercial music performances. The research uses a qualitative descriptive approach with purposive sampling techniques. Data were collected through semi-structured interviews based on  the five rings of buying insight model, participatory observation, and document analysis. Data analysis was carried out through reduction, presentation, and drawing conclusions. The results of the study resulted in four personas: Die-Hard Enthusiast, High-Frequency Social Seeker, Social Validation & Aesthetic Seeker, and Casual Explorer. Each persona has different motivations, digital behaviors, purchase patterns, attendance frequency, and barriers. These findings provide a strategic reference for performing arts industry players to design products and marketing that are relevant to Gen Z's characteristics.
Co-Authors Andreas Panjaitan Anwar Fuad Alamsyah Lubis Artha Putri Br Karo Septri Anisa