MUSIC BUSINESS ORGANIZATION MANAGEMENT FOR SURVIVAL IN AN ERA OF TECHNOLOGY DISRUPTION: A CASE STUDY OF THE MUZIK MOVE LABEL

Abstract

The purposes of this survey research were to study the expectation, exposure, and satisfaction of Mint Magazine’s readers, as well as, to study the correlations and differences between expectation, exposure, and satisfaction. This study was quantitative research and survey research. The questionnaires were used as a tool to collect data. The sample of this study consisted of 300 males and females who were Mint Magazine’s readers aged between 18-35 years old. The result of this research revealed that the majority of Mint Magazine’s readers were females aged between 24-35 years’ old who were private employees with an average monthly income of around 10,001-20,000 and have completed undergraduate studies or equal. The exposure of readers towards Mint Magazine was two copies per year and, they spent about 10-20 minutes reading the magazine. The column with the highest level of exposure is Mint Cover, the main column of Mint Magazine, which consisted of photos and interviews of the cover artists. In addition, the samples had a high level of expectation and satisfaction, especially on the entertainment aspect. The hypothesis testing revealed that the expectations on Mint Magazine were related to the exposure in terms of reading frequency and time. Also, the reading frequency and reading time were wholly related to the satisfaction on Mint Magazine. Meanwhile, the research also indicated that the whole expectations were not different from the satisfaction.