Preference analysis on piano music school attributes among young pianists: A conjoint analysis approach

Piano music school is a long-standing business worldwide. It has flourished continuously in Indonesia as many young artists engage in performing arts. Since the piano is one of the most popular instruments but the least investigated academically, researchers aimed to close the gap in both practical and academic motivations. The purpose of this study is to analyze the preference of pianists in choosing a piano music school through the application of the conjoint analysis approach. A total of 84 pianists answered the orthogonal-based questionnaire that was distributed through a purposive sampling approach. Findings showed that the duration was found to be the most important attribute (58.569 %), followed by price (13.934 %), schedule (8.546 %), genre (7.246 %), location (5.202 %), class type (4.552 %), and certification (1.951 %). Eighteen stimuli were investigated and the best stimulus was found to be the seventh combination. Specifically, piano schools should prioritize session prices amounting to IDR 500,000-1,000,000, private class style, jazz genre, three times a week training, at least 60 min session for each training, home school, and guided with a certification curriculum. This is one of the first studies that explored the importance of the piano music school attributes. Moreover, piano business schools can improve their business operations through the presented findings. Finally, the conjoint approach can be expanded to examine the preferences of other music schools and the usage of other musical instruments.