PENGARUH DISCOUNT FRAMING, CITRA MEREK, DAN GAYA HIDUP TERHADAP PURCHASE INTENTION SPOTIFY PREMIUM PADA GEN Z

Bintang Agastiya Putra, . (2025) PENGARUH DISCOUNT FRAMING, CITRA MEREK, DAN GAYA HIDUP TERHADAP PURCHASE INTENTION SPOTIFY PREMIUM PADA GEN Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of discount framing, brand image, and lifestyle on purchase intention toward Spotify Premium among Generation Z. The research employed descriptive analysis and Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) method via SmartPLS 4.0. The results indicate that discount framing, brand image, and lifestyle have a significant effect on purchase intention. These findings confirm that all three independent variables play a crucial role in shaping consumers' intention to purchase Spotify Premium. Therefore, it is recommended that companies optimize discount strategies, strengthen brand image, and align service features with the lifestyle preferences of Generation Z to sustainably increase purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil: 2010111141] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Miguna Astuti] [Penguji 2: Suharyati]
Uncontrolled Keywords: Discount Framing, Brand Image, Lifestyle, Purchase Intention, Spotify Premium, Gen Z
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: BINTANG AGASTIYA PUTRA
Date Deposited: 11 Aug 2025 03:40
Last Modified: 11 Aug 2025 03:40
URI: http://repository.upnvj.ac.id/id/eprint/37962

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