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The development of technology and science has shifted consumer behavior in enjoying the music. Music product innovation needs to be done in order for consumers interested in buying music legally. One form of creative musical products is utilizing Augmented Reality (AR) by embedded it in a compact disc (CD). The advantages of innovation music product and promotion conducted via Internet were expected to revive the music industry in Indonesia. This study aimed to assess the effect of product innovation, advertising, sales promotion, and direct marketing to purchase intention and consumer buying decisions on legal music products. The population of this research is music loving consumers, using 150 respondents. Data were obtained through questionnaires, and analyzed using path analysis. The results obtained in this study indicate that the variables of product innovation, sales promotion and direct marketing influence on purchase intention of music product directly, and directly variables of product innovation, sales promotion and direct marketing influence on buying decisions of music products, and influence indirectly through purchase intention.

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Music is the expression of one's feelings which are expressed in beautiful tones and poems. Music can be packaged in the form of cassette or Compact Disc (CD), on this millennial era, music can be enjoyed from music sites, as well as in smartphone applications with various musical genres. Music is easy to access now, where people can enjoy music anywhere and anytime through music sites. To build a system for purchasing music online, this study is aim to analyze consumer behavior in purchasing music online in Indonesia by implementing 7P's Marketing Strategy and Quality Function Deployment (QFD). Questionnaire is used to get data from respondents and data obtained from respondents will be processed using the Application of Quality Functions. Data from respondents are to identify consumer needs and for technical requirements. The research methodology begins with gathering user needs and analyze data using QFD. The results of analysts on House of Quality have 6 elements that are prioritized for the development of system that will be built on purchase music online.

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