PENGARUH REPUTASI INDOMUSIKGRAM TERHADAP KREATOR MUSIK UNTUK BERGABUNG DI ARCHIPELAGROOVE (SURVEI PADA ARCHISTAR)

The rapid growth of Indonesia’s digital music industry is driven by new media, enabling musicians to build their presence online. In this context, company reputation plays a key role in attracting individuals to join digital platforms. Indomusikgram, one of Indonesia’s largest music platforms, has a strategic role in supporting local creators. This study examines how Indomusikgram’s reputation influences music creators’ decisions to join Archipelagroove a joint venture between Indomusikgram and Sosialoka focused on music talent management.

Using a quantitative method with a Sequential Explanatory design, the study involves surveys and in-depth interviews with music creators (Archistars). Reputation is measured using the Reputation Quotient (Fombrun et al., 2000), while decision-making is analyzed through the AIDA Model (Attention, Interest, Desire, Action).

Results show that Indomusikgram’s reputation significantly affects creators’ decisions. Emotional appeal and service quality are key factors, while social media platforms like TikTok and Instagram play a vital role in driving interest and engagement.