PENGARUH FITUR SPOTIFY SOCIAL DAN PEMASARAN PERSONALISASI TERHADAP LOYALITAS PELANGGAN SPOTIFY DIMEDIASI DENGAN KEPUASAN PELANGGAN

Primo Defa Sepnandito, . (2023) PENGARUH FITUR SPOTIFY SOCIAL DAN PEMASARAN PERSONALISASI TERHADAP LOYALITAS PELANGGAN SPOTIFY DIMEDIASI DENGAN KEPUASAN PELANGGAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine the influence of Spotify social features and marketing personalization on Spotify customer loyalty, mediated by customer satisfaction. Spotify is a music streaming platform. Spotify is the market leader for music streaming platforms in the world, but in Indonesia, which is the country with the largest number of music streaming platform users in the world, the number of Spotify users is in second place with a number that is quite far from the music streaming platform in first place. The population used is Spotify users who live in South Tangerang with a sample of 100 respondents using a non-probability sampling method with a purposive sampling technique distributed via Google form on a Likert scale. The analysis technique used is descriptive and inferential with the SEM- PLS technique in the Smart PLS 4 application. Based on this research, it can be seen that the Spotify social and personalized marketing features have no effect on Spotify customer loyalty but have an effect on customer satisfaction. In addition, customer satisfaction can mediate Spotify's social features and marketing personalization on Spotify customer loyalty.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111071] [Pembimbing: Suharyati] [Penguji 1: Nobelson] [Penguji 2: Dienni Ruhjatini]
Uncontrolled Keywords: Spotify Social Feature; Personalized Marketing; Customer Satisfaction; Customer Loyalty; Spotify
Subjects: H Social Sciences > H Social Sciences (General)
M Music and Books on Music > M Music
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Primo Defa Sepnandito
Date Deposited: 21 Mar 2024 04:19
Last Modified: 21 Mar 2024 04:19
URI: http://repository.upnvj.ac.id/id/eprint/28238

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