PENGARUH HARGA, CITRA MEREK, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SPOTIFY PREMIUM

Intan Noor Asti, . (2024) PENGARUH HARGA, CITRA MEREK, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SPOTIFY PREMIUM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of the internet encourages the development of industries that adopt digitalization systems, especially in the entertainment industry, which is increasingly high competition for business people in the entertainment industry. Spotify is a company that offers music streaming services and audio podcasts from various music genres, including Pop, Rock, Hip-Hop, Jazz, Latin, and others. Spotify has experienced an increase in the number of users who make premium purchasing decisions every year. This is due to various phenomena that influence purchasing decisions. The formulation of the problem in this study, namely whether price, brand image, and E-WOM affect purchasing decisions. The population in this study were 100 respondents who live in South Jakarta using purposive sampling method. This research uses quantitative methods and uses purposive sampling methods. This study uses quantitative methods and uses Smart PLS 4 software as a data processing tool. The results of this study indicate that the Price variable has an influence on Purchase Decisions, Brand Image has an influence on Purchase Decisions, and E-WOM has no influence on Purchase Decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111081] [Pembimbing: Lina Aryani] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Nobelson]
Uncontrolled Keywords: Price, Brand Image, E-WOM, Purchase Decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: INTAN NOOR ASTI
Date Deposited: 12 Feb 2025 14:53
Last Modified: 12 Feb 2025 14:53
URI: http://repository.upnvj.ac.id/id/eprint/34300

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