Annisa, Putri and Dr. Himmiyatul Amanah J.J, SE., MM (2023) Pengaruh Perceived Price, Perceived Value, dan Social Influence terhadap Purchase Intention Layanan Spotify Premium. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Perceived Price, Perceived Value, dan Social Influence terhadap Purchase Intention layanan Spotify Premium pada mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 150 responden dimana penyebaran kuesioner dilakukan melalui Google formulir secara online. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang merupakan mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Brawijaya yang menggunakan aplikasi Spotify tidak berbayar. Analisis data menggunakan Analisis Regresi Linear Berganda dengan menggunakan SPSS ver. 25. Hasil penelitian menunjukan bahwa dari ketiga variabel yaitu Perceived Price, Perceived Value, dan social influence, ketiganya memiliki pengaruh positif signifikan terhadap Purchase Intention.
English Abstract
This research aims to identify how perceived price, perceived value, and social influence affect the intention of undergraduate students of Faculty of Economics and Business of Universitas Brawijaya to purchase Spotify’s premium service. This explanatory research explains and corroborates the relationship between the dependent and the independent variables. The research samples were selected using purposive sampling; they are 150 undergraduate students of the said faculty who uses Spotify’s free application. The data was harvested from Google Forms questionnaires distributed online. The results of the multiple linear regression analysis performed in SPSS ver. 25 have led to findings that perceived price, perceived value, and social influence positively and significantly affect the purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020465 |
| Uncontrolled Keywords: | Perceived Price, Perceived Value, Social Influence, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 08 Jan 2024 08:35 |
| Last Modified: | 08 Jan 2024 08:35 |
| URI: | http://repository.ub.ac.id/id/eprint/205796 |
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Text (DALAM MASA EMBARGO)
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