HOW EFFECTIVE IS THE USE OF DIGITAL MARKETING CHANNELS IN

PROMOTING MUSIC FESTIVAL AND EVENTS TO THE MARKET

Alyssa Khairafani
School of International Business Administration
Faculty of Business and Social Sciences
International University Liaison Indonesia
BSD City, Serpong, Tangerang, Indonesia
E-mail: alyssakhaira@gmail.com

Malinda Shella Rahmadani

School of International Business Administration
Faculty of Business and Social Sciences
International University Liaison Indonesia
BSD City, Serpong, Tangerang, Indonesia
E-mail: malindarahmadani27@gmail.com

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

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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.

II. LITERATURE REVIEW

II.1. IMPORTANCE OF MARKETING IN MUSIC FESTIVALS
As the organization that holds any music festival, crowds of people lining up to enter the
festival, dancing, visit tents and enjoy the music are expectations. Marketing is important in
order to reach the expectations or goals. Desolated music festival is a nightmare. Music festivals
have to be known, acknowledge, interesting, by inviting hits line-ups and artists, spectacular
theme or decoration, in order to attract the audience.

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.
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 2. Discover what will work best: finding the right message to attract the customers,
by doing tests.

3. Build a powerful brand: marketing can create customers’ perspectives of your

brand, so the customers can see the brand’s differences and uniqueness. It will be
remembered by the customers easily.

4. Build trust with customers: easy to reach by the customers, often being seen in
marketplace, honest message and agility of customer service.

II.2. DIGITAL MARKETING CHANNELS

In order to promote music festivals, there must be some strategic marketing strategies
that are used to promote the events. This could be done offline and online. Since technology is
growing rapidly, using digital to promote is common. People are now using any kind of online
platform to connect to the world. The increasing channels of marketing makes it easier, either
to get information or share information. Furthermore, a large number of music festivals
incorporates the name of the host destination (countries, areas, and other places as destination)
into the festival name in order to “make it more associated with the destination” (Oklobdžija,
2017). In other words, it is also to promote the place around the festival and the place itself to
boost tourism.

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

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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

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  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

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  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)

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 Figure 1: Effective Channels for Digital Marketing

Source: (Taylor, 2018)

II.3. UNDERSTANDING SOCIAL MEDIA AND HOW IT IS EFFECTIVE

Today, social media has been integrated in everyone’s lives. People can easily get and
share information via social media. Day by day social media is growing and can be a platform
to do business, because of the greatness and wide connection within the world that social media
offers. Business also often do their advertisements in social media. People have good
experiences using social media to connect their businesses, to connect with consumers, to
connect with wider areas. Social media has influencers who can help us promoting the products
and services. Influencers give you results of sales quickly. Facebook, Instagram, Twitter,
Pinterest, LinkedIn and Snapchat are the best ways to get people’s awareness.

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.

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 Figure 2: Internet Users by Regions

Source: (Internet Live Stats, 2013)

Figure 3: Internet User around the World Since 2010

Source: (Internet Live Stats, 2018)

According to Creedon (2013), there are four ways to utilize social media to boost events;

1. During Organization Period Pre-Event:

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 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.

2. Promoting the Event:

a. Create An Event Listing: Enables event organizers to reach out and make their
respective events more discoverable in online network.
b. Integrate Social Media with Registration: Encourage the attendees to share the
event once they have registered or purchase their tickets in order to promote the
event even more.
c. Hashtags: Enables everyone in the online network to follow the “social chatter”
regarding the respective event and encourage attendees to interact with one
another, creating sensation before the event itself.
d. Videos: Build the excitement and anticipation before the event, depending on
whether or not the event organizer would like to produce one in accordance to
their budget.

3. Enhancing the Live Experience:

a. Prizes: A way to encourage discussion and “online buzz” to increase customer
engagement
b. Live Streaming: Events can reach to potential audience in millions. This can
varies amongst events, depending on whether or not it is paid or unpaid event
c. Hashtags: Enables customers who were unable to attend to follow the actions,
amplifying the reach of the event beyond those who are present during the event
d. Provide Customer Support: Attendees will often post enquires on social media
and event organizers need to quickly follow up and support the service. Examples
of enquires can be regarding the parking venue and directions on how to reach
the destination of the event.

4. Extend the Lifetime Value of Event:

a. Videos: Upload highlights to remind audience and viewers about the event which
can also be seen as a promotion for future potential attendees to attend the events
in the future
b. Share Presentation: Blog posts can keep the “online buzz” going to make the
event discoverable even after the event has finished. Bloggers can post the event
on Pinterest, blog websites, magazines, video blogs, and much more.
c. Get Feedback: By monitoring social media “buzz”, event organizers get insights
into what the attendees favored and did not like regarding the event in order to
make any improvisation and improvements for future use.

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 d. Maintaining An Engaged Community: Social media can be used to keep the
community engaged all year round, increasing potential customers for the future.

II.4. EFFECT OF MUSIC FESTIVALS AND EVENTS IN CITIES

Music is a powerful tool that has the ability connecting people by bridging “linguistic
and cultural dives,” and is uniquely “a vehicle for identity and expression” (Terrill & Jacob,
2015). Thus, it can be seen as an “ecosystem generates rich social, cultural and economic
benefits” (Terrill & Jacob, 2015). A research was conducted in 22 cities on all continents and
including 40 interviews as well as two focus groups to identify the opportunities and challenges
associated with implementing “Music City” strategy. The study that was conducted resulted in
“five essential components of a successful ‘Music City’”, which can conclude that the following
factors has a significant impact on cities; “the presence of artists and musicians, a thriving music
scene, available spaces and places for music, a receptive and engaged audience”, and last but
not least, “record labels and other music-related businesses” (Terrill & Jacob, 2015).

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).

II.5. EFFECT OF SOCIAL MEDIA IN BUSINESS REVENUE

A research was conducted that has proven a link between customers' use of social media
and higher revenue for businesses (Aalto University, 2013; Rishika, Kumar, Janakiraman, &
Bezawada, 2013). Rishika, Kumar, Janakiraman, and Bezawada (2013) conducted a research
on the effect of customers’ social media participation on customer visit frequency and
profitability in which the results show that customer engagement through social media increases
customers’ shopping visits. The research showed that social media activities has helped
“strengthen the bond” between the organization and customers. Furthermore, the study
concluded that participating customers on an organization’s social media site contribute to 5.6%
more revenue and visit the business about 5% more than those who are considered as non-
participants (Aalto University, 2013; Rishika, Kumar, Janakiraman, & Bezawada, 2013). The
study proved that “that building online communities, personalizing messages and encouraging
contributions from online members enhances the customer experience as well as increases the
frequency of social media visits and promotes sales overall” and that “such data is important to
confirm the pay-offs of social media efforts by firms” (Aalto University, 2013).

III. RESEARCH METHODOLOGY

The research is based on an interpretive approach. The interpretive approach is based on
naturalistic approach of data collection such as interviews and observations. The approach is to
grasp, explain, and understand the meaning of what we research. The research include both
quantitative and qualitative researches in order to support the hypothesis, in which the
hypothesis is that social media is a huge factor in contributing to the purchasing decision of the
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consumer and influencing their behavior in the market. The objective is to understand the aspect
of social life and social action as they impact on communication with audience through case
studies on music festivals.

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.

IV. DATA ANALYSIS AND FINDINGS

The data results of the survey is shown to see the correlation between the visitors of
music events and what kind of media platform each respective persons use to discover
information regarding the music event. Thus, we can determine how effective marketing
channels are used and which marketing channels are utilize the most in order to promote the
music event and which channels do customers come across the most when finding information
regarding music events.

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:

 AGE: Age  PLATADS: Kind of platform that you

often see
 GENDER: Gender
 TOURIST: Nationality of Tourists
 EOORVISIT: Event Organizer or
Music Event Goers  MOTIVE: Motive for Going to Event

 PLATEO: Kind of platform do people  MUSFEST: Kind of Music Festival

usually choose when browsing for
information regarding music events

 PLATPROM: Kind of platform use

when promoting music events

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 IV.1. DESCRIPTIVE ANALYSIS

Table 1: Descriptive Statistic

Descriptive Statistics
Std.
N Range Minimum Maximum Sum Mean Variance Skewness Kurtosis
Deviation
Std. Std. Std.
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic
Error Error Error
AGE 100 3 1 4 191 1.91 0.078 0.780 0.608 0.551 0.241 -0.097 0.478
GENDER 100 1 1 2 144 1.44 0.050 0.499 0.249 0.245 0.241 -1.980 0.478
EOORVIST 100 1 1 2 194 1.94 0.024 0.239 0.057 -3.762 0.241 12.401 0.478
PLATEO 100 4 1 5 199 1.99 0.159 1.586 2.515 1.102 0.241 -0.606 0.478
PLATPROM 100 7 1 8 261 2.61 0.285 2.846 8.099 1.312 0.241 -0.183 0.478
PLATADS 100 6 1 7 146 1.46 0.130 1.298 1.685 3.213 0.241 10.015 0.478
TOURIST 100 1 1 2 124 1.24 0.043 0.429 0.184 1.236 0.241 -0.482 0.478
MOTIVE 100 3 1 4 193 1.93 0.117 1.166 1.359 0.841 0.241 -0.865 0.478
MUSFEST 100 6 1 7 382 3.82 0.286 2.858 8.169 0.169 0.241 -1.932 0.478
Valid N
100
(listwise)
Source: SPSS

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

Average Measures .170c -0.097 0.394 1.205 99 792 0.096

Two-way mixed effects model where people effects are random and measures effects are fixed.
a. The estimator is the same, whether the interaction effect is present or not.
b. Type C intraclass correlation coefficients using a consistency definition. The between-measure variance is excluded from the
denominator variance.

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.

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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

GENDER Sum of Squares and

6.960 24.640 1.640 4.440 14.160 1.760 2.440 -17.920 -20.080
Cross-products
Covariance 0.070 0.249 0.017 0.045 0.143 0.018 0.025 -0.181 -0.203
N 100 100 100 100 100 100 100 100 100
*
Pearson Correlation -.246 0.139 1 -0.135 0.084 -0.040 0.142 -0.124 0.028
Sig. (2-tailed) 0.013 0.167 0.180 0.405 0.690 0.159 0.218 0.779

EOORVIST Sum of Squares and

-4.540 1.640 5.640 -5.060 5.660 -1.240 1.440 -3.420 1.920
Cross-products

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

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 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

PLATEO Sum of Squares and

35.910 4.440 -5.060 248.990 -13.390 50.460 -6.760 10.930 6.820
Cross-products

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

PLATPROM Sum of Squares and

28.490 14.160 5.660 -13.390 801.790 20.940 9.360 -6.730 -153.020
Cross-products

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

PLATADS Sum of Squares and

5.140 1.760 -1.240 50.460 20.940 166.840 10.960 16.220 77.280
Cross-products
Covariance 0.052 0.018 -0.013 0.510 0.212 1.685 0.111 0.164 0.781
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

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

MOTIVE Sum of Squares and

-1.630 -17.920 -3.420 10.930 -6.730 16.220 3.680 134.510 104.740
Cross-products
Covariance -0.016 -0.181 -0.035 0.110 -0.068 0.164 0.037 1.359 1.058
N 100 100 100 100 100 100 100 100 100
* **
Pearson Correlation -0.012 -0.142 0.028 0.015 -0.190 .210 0.151 .318 1
Sig. (2-tailed) 0.907 0.158 0.779 0.881 0.058 0.036 0.134 0.001

MUSFEST Sum of Squares and

-2.620 -20.080 1.920 6.820 -153.020 77.280 18.320 104.740 808.760
Cross-products
Covariance -0.026 -0.203 0.019 0.069 -1.546 0.781 0.185 1.058 8.169
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

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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).

VI. BIBLIOGRAPHY
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