Adel Sulaiman Kusuma, - (2023) PERSEPSI GENERASI Z TERHADAP EKSISTENSI DEWA 19 (STUDI KASUS: MAHASISWA PROGRAM STUDI PENDIDIKAN SENI MUSIK DAN MUSIK FPSD UPI). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Penelitian ini mencoba untuk mengetahui Kesadaran Generasi Z terhadap Eksistensi Band Dewa 19, melihat Keseriusan Generasi Z ketika mendengar lagu- lagu Band Dewa 19 dan menemukan faktor-faktor yang membuat Band Dewa 19 disukai oleh Generasi Z. Melihat kesenjangan usia antara Generasi Z dan Band Dewa 19, namun nyatanya Band Dewa 19 tetap mampu untuk menunjukkan eksistensinya di kalangan Generasi Z. Penelitian ini menggunakan teori persepsi kualitas yang didasarkan atas teori Kesadaran Merek, Asosiasi Merek dan Apresiasi Musik untuk mengetahui persepsi Generasi Z terhadap Eksistensi Dewa 19. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Penelitian ini merupakan jenis penelitian deskriptif, Teknik Pengumpulan Data dalam penelitian ini menggunakan kuesioner/angket. Pada akhirnya, diperoleh kesimpulan bahwa Kesadaran Generasi Z terhadap Eksistensi Dewa 19 sangat tinggi, dengan respon yang cenderung emosional ketika mendengar lagu-lagu Band Dewa 19 dan terdapat 8 alasan Generasi Z menyukai Band Dewa 19. Kata Kunci: Persepsi, Kesadaran Merek, Asosiasi Merek, Apresiasi Musik, Dewa 19, Generasi Z. ABSTRACT This research tries to find out Generation Z's awareness of the existence of Dewa 19 Band, to look at the Seriousness of Generation Z when they hear the songs of Dewa 19 Band and find out the factors that make Dewa 19 Band liked by Generation Z. Looking at the age gap between Generation Z and Dewa Band 19, but in fact Band Dewa 19 is still able to show its existence among Generation Z. This study uses the theory of quality perception based on the theory of Brand Awareness, Brand Association and Music Appreciation to determine Generation Z's perception of the existence of Dewa 19. The method used in this research is quantitative. This research is a type of descriptive research. Data collection techniques in this study used questionnaires. In the end, it was concluded that Generation Z's awareness of the existence of Dewa 19 is very high, with responses that tend to be emotional when they hear Band Dewa 19 songs and there are 8 reasons Generation Z likes Band Dewa 19. Keywords: Perception, Brand Awareness, Brand Association, Music Appreciation, Dewa 19, Generation Z.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Sukanta: 6125495 Henri Nusantara: 6125366 |
| Uncontrolled Keywords: | Persepsi, Kesadaran Merek, Asosiasi Merek, Apresiasi Musik, Dewa 19, Generasi Z. Perception, Brand Awareness, Brand Association, Music Appreciation, Dewa 19, Generation Z. SINTA ID : 6125495 SINTA ID : 6125366 |
| Subjects: | L Education > L Education (General) L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools M Music and Books on Music > M Music |
| Divisions: | Fakultas Pendidikan Seni dan Desain > Jurusan Pendidikan Seni Musik |
| Depositing User: | Adel Sulaiman Kusuma |
| Date Deposited: | 18 Sep 2023 08:40 |
| Last Modified: | 18 Sep 2023 08:40 |
| URI: | http://repository.upi.edu/id/eprint/100899 |
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