Pengaruh Consumption Values terhadap Keputusan Pembelian (Studi pada Mahasiswa Pengguna Layanan Premium JOOX dan Spotify)

Lestari, Ayustina (2019) Pengaruh Consumption Values terhadap Keputusan Pembelian (Studi pada Mahasiswa Pengguna Layanan Premium JOOX dan Spotify). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan pengaruh variabel-variabel Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), dan Conditional Value (X₅) secara simultan terhadap Keputusan Pembelian (Y) ; dan 2) Mengetahui dan menjelaskan pengaruh variabel-variabel Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), dan Conditional Value (X₅) secara parsial terhadap Keputusan Pembelian (Y). Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), dan Conditional Value (X₅) dan Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online pada Mahasiswa aktif Universitas Brawijaya yang merupakan pengguna layanan premium aplikasi streaming musik JOOX dan Spotify. Sampel yang digunakan dalam penelitian ini berjumlah 116 orang responden. Teknik pengambilan sampel yang digunakan adalah random sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), dan Conditional Value (X₅) berpengaruh secara simultan terhadap Keputusan Pembelian. Hasil penelitian juga menunjukan bahwa variabel Emotional Value (X₄), dan Conditional Value (X₅) berpengaruh signifikan secara parsial terhadap keputusan pembelian, sedangkan variabel Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃) secara parsial memengaruhi keputusan pembelian, tetapi tidak signifikan. Berdasarkan hasil penelitian ini, sebaiknya perusahaan JOOX dan Spotify dapat meningkatkan nilai konsumsi pada layanan premium untuk meningkatkan konversi dari pengguna layanan gratis menjadi layanan premium.

English Abstract

This research aims to explain: 1) The Influence of Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), and Conditional Value (X₅) simultaneously on Purchase Decision (Y); and 2) The Influence of Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), and Conditional Value (X₅) partially on Purchase Decision (Y). This research use explanatory research with quantitative approach. There are six variables: Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), and Conditional Value (X₅) dan Purchase Decision (Y). Data collected using online questionnaire and distributed to Brawijaya’s University undergraduate student that using JOOX and Spotify Premium Services. The sample in this research was 116 respondents. The sampling technique of this research is random sampling. The data analysis use descriptive analysis and multiple linear regression.. The results of this research showed that Social Value (X₁), Functional Value (X₂), Epistemic Value (X₃), Emotional Value (X₄), and Conditional Value (X₅) simultaneously affecting Purchase Decision (Y). The result also showed that Emotional Value (X₄), and Conditional Value (X₅) significantly affect purchase decision, while Social Value (X₁), Functional Value (X₂) and Epistemic Value (X₃) partially affecting Purchase Decision but these variable are not affect significantly. Based on the result of this research, it is better for JOOX and Spotify to improve their consumption values on premium services to convert free user to premium user.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2019/286/051906234
Uncontrolled Keywords: Consumption Values, Keputusan Pembelian, Freemium Model-Consumption Values, Purchase Decision, Freemium Model.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 10 Aug 2020 06:12
Last Modified: 21 Oct 2021 07:50
URI: http://repository.ub.ac.id/id/eprint/172007
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