PENGARUH HARGA, GAYA HIDUP DAN PERSEPSI NILAI TERHADAP KEPUTUSAN PEMBELIAN LAYANAN PREMIUM PADA APLIKASI STREAMING MUSIK SPOTIFY

Raka Mulya Farandi, . (2022) PENGARUH HARGA, GAYA HIDUP DAN PERSEPSI NILAI TERHADAP KEPUTUSAN PEMBELIAN LAYANAN PREMIUM PADA APLIKASI STREAMING MUSIK SPOTIFY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Competition in the digital world, especially in music streaming services, is now growing. Every year there are many new service offers and features offered by each music streaming service to attract people's interest. This makes it very possible for the public to choose and make purchasing decisions for premium music streaming services, especially the Spotify premium service which is the object of this research. This study aims to analyze and determine the effect of price, lifestyle, and perceived value on purchasing decisions. The sample in this study was 62 respondents with purposive sampling method. The sample in this study is Spotify premium service consumers who live in the Depok City area. Collecting data through the distribution of questionnaires with descriptive and inferential techniques, as well as with the analysis tool SmartPLS 3.0. Then it was concluded that (1) price had no significant effect on purchasing decisions (2) lifestyle had a significant effect on purchasing decisions, and (3) perceived value had a significant effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810111228] [Pembimbing: Lina Aryani] [Penguji 1: Rosali Sembiring Colia] [Penguji 2: Miguna Astuti]
Uncontrolled Keywords: Price, Lifestyle, Perceived Value, Purchase Decision
Subjects: M Music and Books on Music > M Music
T Technology > T Technology (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Raka Mulya Farandi
Date Deposited: 21 Jul 2022 06:27
Last Modified: 21 Jul 2022 06:27
URI: http://repository.upnvj.ac.id/id/eprint/17449

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