Karakteristik Demografis dan Psikografis Audiens Musik Klasik Jakarta City Philharmonic Orchestra
Abstract
Abstrak
Artikel ini memberikan identifikasi dan penjelasan mengenai karakteristik demografis dan psikografis penonton, serta motivasi yang mempengaruhi kehadiran mereka dalam sebuah pertunjukan musik. Dengan menggunakan pendekatan kuantitatif deskriptif, penelitian ini melibatkan 600 responden yang datanya diambil pada pertunjukan Jakarta City Philharmonic Orchestra. Hasil penelitian menunjukkan bahwa mayoritas penonton adalah perempuan dengan presentase 61%, dengan profesi dominan sebagai karyawan perusahaan swasta dengan presentase 36% dan rerata pengeluaran bulanan antara 3-5,9 juta dengan presentase 35%. Sebagian besar responden berstatus lajang dengan presentase 86% dan memiliki pendidikan terakhir sarjana (S1) dengan presentase 59%. Motivasi utama penonton untuk hadir adalah untuk relaksasi dan hiburan, diikuti oleh keinginan untuk memperoleh wawasan baru tentang seni. Analisis tabulasi silang mengungkapkan bahwa perempuan lebih banyak hadir dibandingkan laki-laki dengan presentase 61% dan 39%, dan penonton lajang cenderung lebih sering menghadiri pertunjukan dengan presentase 86%. Penelitian ini juga mengidentifikasi empat segmen penonton berdasarkan gaya hidup, yaitu "penikmat", "wanita aspirasional", "sarjana milenial", dan "lajang berjiwa seni". Hasil kajian dapat memberikan rujukan bagi pengelola seni dalam merancang strategi pemasaran yang lebih efektif dan menarik bagi penonton musik orkestra.
Kata kunci: audiens, Jakarta City Philharmonic Orchestra, musik orkestra, segmentasi penonton
Abstract
Demographic and Psychographic Characteristics of the Jakarta City Philharmonic Orchestra's Classical Music Audience. This article identifies and explains the demographic and psychographic characteristics of concert attendees, as well as the motivations influencing their presence at a musical performance. Utilizing a descriptive quantitative approach, the study surveyed 600 respondents whose data were collected during a Jakarta City Philharmonic Orchestra concert. The findings reveal that the majority of attendees were female (61%), predominantly employed in private sector companies (36%), with average monthly expenditures ranging between 3 to 5.9 million IDR (35%). Most respondents were single (86%) and held an undergraduate degree (59%). The primary motivation for attendance was relaxation and entertainment, followed by a desire to gain new insights into the arts. Cross-tabulation analysis indicates that women attended in greater numbers than men (61% vs. 39%), and single individuals were more likely to participate in performances (86%). The study further categorizes the audience into four lifestyle-based segments: “enthusiasts,” “aspirational women,” “millennial graduates,” and “arts-spirited singles.” These findings offer valuable insights for arts organizers in designing more effective and appealing marketing strategies targeted toward orchestral music audiences.
Keywords: audience, Jakarta City Philharmonic Orchestra, orchestral music, audience segmentation
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DOI: https://doi.org/10.24821/ekspresi.v14i1.15865
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