Ardian, Faril and Sri Palupi Prabandari,, SE., MM., Ph.D (2022) Pengaruh Product Category, Price Perception, Dan E-Customer Experience Terhadap Repurchase Intention Paket Premium (Studi Pada Pengguna Spotify Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh product category, price perception, dan e-customer experience terhadap repurchase intention Paket Premium pada pengguna Spotify di Kota Malang. Pengaruh yang ingin dibuktikan merupakan pengaruh variabel independen secara masing-masing terhadap variabel dependen. Jenis penelitian ini adalah explanatory research untuk menjelaskan hubungan dua ataupun lebih gejala atau fenomena. Penelitian ini menggunakan sampel sebanyak 152 responden yang didapatkan melalui penyebaran kuesioner secara online. Pengambilan sampel menggunakan teknik non-probability sampling dan metode judgement sampling dengan karakteristik responden berdomisili di Kota Malang sedang menggunakan atau pernah melakukan pembelian pada Paket Premium Spotify, dan telah berusia 17 tahun. Teknik penelitian ini menggunakan Statistical Package for the Social Sciences dengan program IBM SPSS Statistics versi 26. Hasil penelitian ini menunjukkan bahwa product category memiliki pengaruh signifikan terhadap repurchase intention, dan e-customer experience memiliki pengaruh signifikan terhadap repurchase intention. Sedangkan price perception tidak berpengaruh signifikan terhadap repurchase intention
English Abstract
This research aims to determine the effect of product category, price perception, and e-customer experience on repurchase intention of premium packages on Spotify users in Malang City. The effect to be proven is the influence of each independent variable on dependent variable. This type of research is explanatory research to explain the relationship of two or more symptoms or phenomena. This study used a sample of 152 respondents obtained through the distribution of online questionnaires. Sampling using non-probability sampling technique and judgement sampling method with the characteristics of respondents who live in Malang City are currently using or have made purchases on the Spotify Premium Package, and are 17 years old. This research technique uses the Statistical Package for the Social Sciences with the IBM SPSS Statistics version 26 program. The results of this study indicate that product category has a significant influence on repurchase intention, and e-customer experience has a significant influence on repurchase intention. Meanwhile, price perception has no significant effect on repurchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522020017 |
| Uncontrolled Keywords: | Product Category, Price Perception, E-Customer Experience, Repurchase Intention, Product Category, Price Perception, E-Customer Experience, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 11 Jul 2022 02:22 |
| Last Modified: | 11 Jul 2022 02:22 |
| URI: | http://repository.ub.ac.id/id/eprint/191811 |
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