PENGARUH PENGGUNAAN MEDIA PODCAST SPOTIFY TERHADAP BRAND ENGAGEMENT SPOTIFY (Survey Pada Pengguna Podcast Spotify Di Jakarta)

Putra, Dwi (2023) PENGARUH PENGGUNAAN MEDIA PODCAST SPOTIFY TERHADAP BRAND ENGAGEMENT SPOTIFY (Survey Pada Pengguna Podcast Spotify Di Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Podcast adalah suatu teknologi yang digunakan untuk mendistribusikan, menerima, dan mendengarkan konten secara audio on demand yang diproduksi oleh kalangan profesional maupun radio amatir. Salah satu podcast yang populer di Indonesia adalah podcast Spotify. Namun secara ilmiah belum diuji pengaruh penggunaan podcast Spotify tersebut terhadap brand engagement Spotify. Spotify adalah layanan streaming musik dan podcast yang berbasis di Swedia, berdiri tahun 2008, dan masuk ke Indonesia tahun 2016. Berlatar belakang permasalahan tersebut, maka tujuan penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh penggunaan podcast Spotify terhadap brand engagement Spotify di kalangan pengguna podcast Spotify di Jakarta. Teori yang digunakan adalah stimulus organism response (SOR), teori uses & gratification (USG), teori media baru, teori brand engagement, teori penggunaan media podcast (Spotify), metode, dan penggunaan mdia sosial. Adapun hipotesis teori adalah: “Ada pengaruh penggunaan podcast spotify terhadap brand engagement. Pendekatan penelitian adalah kuantitatif eksplanatori. Tipe penelitian ini sebagai studi kausal asimetri. Metode penelitian adalah metode survei. Populasi adalah seluruh warga Jakarta yang pernah menjadi pelanggan, pengguna, atau pengguna potensial podcast Spotify. Mengingat sampling-frame populasi tidak diketahui, maka perhitungan sampel menggunakan rumus dari Zikmund et al (2013). Jumlah sampel 217 rersponden. Teknik sampling adalah purposive sampling, dengan membagi sampel atas tiga kelompok, yakni pelanggan premium Spotify, pengguna Spotify, dan pelanggan potensial. Instrumen penelitian adalah kuesioner tertutup dengan Skala Likert 1-5. Teknik pengumpulan data primer melalui survei, sedangkan teknik pengumpulan data sekunder menggunakan metode study desk, yakni studi literatur melalui bahan-bahan yang tersedia dengan material cetak (buku, jurnal, dokumen, berita dan lain-lain) maupun material digital melalui medium internet. Uji instrumen, untuk uji validitas menggunakan uji Confirmatory Factor Analysis (CFA), dengan menguji nilai KMO-MSA, dan nilai anti-iamge, dan uji Cronbach’s alpa untuk uji reliabilitas. Uji asumsi klasik menggunakan uji normalitas, uji multikolinearitas, uji autokorelasi, uji heteroskedastisitas, Teknik analisis data menggunakan teknik analisis data deskriptif, dan teknik analisis ordinary least square (OLS), dalam hal ini teknik analisis regresi sederhana, dengan bantuan perangkat lunak IBM-SPSS 24. Uji signifikasi menggunakan uji t (t kritis 1,96). Hasil penelitian menunujukkan bahwa variabel Penggunaan Podcast Spotify berpengaruh positif dan signifikan terhadap variabel Brand Engagement pada Spotify di Indonesia. Podcast is a technology used to distribute, receive, and listen to audio on demand content produced by professionals and radio amateurs. One of the popular podcasts in Indonesia is the Spotify podcast. However, it has not been scientifically tested for the effect of using the Spotify podcast on Spotify's brand engagement. Spotify is a music streaming and podcast service based in Sweden, founded in 2008, and entered Indonesia in 2016. Regarding the background of these problems, the purpose of this research is to identify and explain the effect of using Spotify podcasts on Spotify brand engagement among Spotify podcast users in Jakarta. The theory used is stimulus organism response (SOR), uses & gratification (USG) theory, new media theory, brand engagement theory, podcast media use theory (Spotify), methods, and social media use. The theoretical hypothesis is: "There is an effect of using Spotify podcasts on brand engagement. The research approach is explanatory quantitative. This type of research is a causal asymmetry study. The research method is a survey method. The population is all Jakarta residents who have been subscribers, users, or potential users of the Spotify podcast. Considering that the population sampling-frame is unknown, the sample calculation uses the formula from Zikmund et al (2013). The number of samples is 217 respondents. The sampling technique is purposive sampling, by dividing the sample into three groups, namely Spotify premium customers, Spotify users and potential customers. The research instrument was a closed questionnaire with a Likert scale of 1-5. Primary data collection techniques are through surveys, while secondary data collection techniques use the study desk method, namely literature studies through available materials with printed materials (books, journals, documents, news, etc.) as well as digital materials via the internet medium. Instrument test, to test validity using the Confirmatory Factor Analysis (CFA) test, by testing the KMO-MSA value, and anti-iamge value, and Cronbach's alpha test for reliability test. The classic assumption test uses the normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, Data analysis techniques used descriptive data analysis techniques, and ordinary least squares (OLS) analysis techniques, in this case simple regression analysis techniques, with the help of IBM-SPSS 24 software. The significance test used the t test (critical t 1.96). The results of the study show that the Spotify Podcast Usage variable has a positive and significant effect on the Brand Engagement variable at Spotify in Indonesia.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55219120018
Uncontrolled Keywords: Spotify, Penggunaan Podcast Spotify, Brand Engagement, regresi linear sederhana Spotify, Spotify Podcast Usage, Brand Engagement, simple linear regression
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: ANISA DESI SAFITRI
Date Deposited: 24 Feb 2024 06:59
Last Modified: 24 Feb 2024 06:59
URI: http://repository.mercubuana.ac.id/id/eprint/86476

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