Reska Anggara Putra, Indah Fatmawati, Nuryakin
As a powerful cultural force, music influences emotions, strengthens social bonds, and reflects the identities of the communities it arises from. This study investigates the relationship between iconic traditional music preferences among young generations and their intention to listen to music products, an underexplored topic. This quantitative study involved 205 participants, selected using demographic characteristics such as region, age, gender, education level, occupation status, concert attendance frequency, daily music listening intensity, music listening media, and streaming platforms. The results show significant relationships between variables. Self-congruity, social identity, and digital platform exposure positively influence traditional music preference. Notably, traditional music preference mediates the relationship between these variables and intention to listen. Statistical analysis yielded significant t-statistic values: self-congruity [4.059], social identity [4.771], digital platform exposure [3.128], traditional music preference [50.914], and mediated effects [4.705, 3.133, and 4.021]. The mean values exceed 3, indicating suitability for analysis. © 2025, Iquz Galaxy Publisher. All rights reserved.
Marketing Management, Faculty of Vocational, Universitas Negeri Yogyakarta, Yogyakarta, Indonesia; Doctoral Program in Management, Graduate Program of Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia
