<![CDATA[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.]]>
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