Nurlianah, Nila (2023) PENGARUH GAYA HIDUP, PROMOSI PENJUALAN DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN SPOTIFY PREMIUM. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini meneliti tentang faktor yang mempengaruhi keputusan pembelian pada platform streaming musik Spotify dengan variabel gaya hidup, promosi penjualan dan nilai pelanggan. Objek penelitian ini adalah konsumen platform streaming musik Spotify. Penelitian ini dilakukan terhadap 112 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel gaya hidup memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, promosi penjualan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dan nilai pelanggan berpengaruh positif dan signifikan terhadap keputusan pembelian pada platform streaming musik Spotify. Kata Kunci: Gaya Hidup, Promosi Penjualan, Nilai Pelanggan, Keputusan Pembelian. This study examines the factors that influence customer purchase decision Spotify music streaming platform with the variables Lifestyle, Sales promotion and Customer Value. The object of this research is consumer Spotify music streaming platform. This study was conducted on 112 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of lifestyle have a positive significant effect on consumer purchase decision, sales promotion have a positive significant effect on consumer purchase decision and customer value have a positive significant effect on consumer purchase decision at Spotify music streaming platform. Keywords: Lifestyle, Sales Promotion, Customer Value, Purchasing Decision.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117120122 |
| Uncontrolled Keywords: | Gaya Hidup, Promosi Penjualan, Nilai Pelanggan, Keputusan Pembelian. Lifestyle, Sales Promotion, Customer Value, Purchasing Decision. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ALFINA DHEA NOVA |
| Date Deposited: | 17 Nov 2023 03:41 |
| Last Modified: | 17 Nov 2023 03:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84235 |
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