Harun, Akbar Faras (2017) Pengaruh Citra Merek terhadap Minat Beli Konsumen pada Aplikasi Streaming Musik Online Spotify. Sarjana thesis, Universitas Brawijaya.
Abstract
Layanan streaming musik telah mulai berkembang seiring dengan masuknya era internet pada saat ini, banyak layanan-layanan yang menggunakan jaringan internet dibuat pada saat ini untuk memfasilitasi orang-orang untuk mendengarkan musik, salah satunya yaitu Spotify. Penelitian ini bertujuan untuk mengetahui seperti apa pengaruh citra merek terhadap minat beli konsumen pada layanan streaming musik online Spotify. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 272 orang responden sebagai sampel penelitian yang ditentukan berdasarkan tabel Isaac & Michael dan analisis yang digunakan adalah regresi linier berganda antara variabel citra merek (Y) yang memiliki tiga sub variabel (X1,X2, dan X3) dan variabel minat beli konsumen (Y). Hipotesis dari penelitian ini, yaitu adakah pengaruh dari variabel citra merek terhadap minat beli konsumen (H1) dan tidak terdapat pengaruh dari citra merek terhadap minat beli konsumen (H0)
English Abstract
Streaming music services have started to evolve over the entry of the era of the internet at the moment, many of the services that use the internet network are made at this time for the needs of people to listen to music, one of them is Spotify. This research aims to determine what kind of influence the brand image on consumer purchase intention in online music streaming service Spotify. This research uses quantitative approach by distributing questionnaires to 272 respondents as the research sample determined according to Isaac & Michael's table and the analysis used is multiple linear regression between the brand image variable (Y) which has three sub-variables (X1, X2, and X3) and consumer buying interest variable (Y). Hypothesis of this research, is there any influence from brand image variable to consumer buying interest (H1) and there is no influence from brand image to consumer buying interest(H0)where H1=/H0 and for hypothesis test using T test and F test. The results of the research shows that brand image has an effect on consumer purchase intention positively and significantly. Brand image affects consumer's purchase intention by 74.8% and other 25.2%influenced by other factors
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/802/051711137 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 14 Nov 2017 04:21 |
| Last Modified: | 02 Mar 2022 04:25 |
| URI: | http://repository.ub.ac.id/id/eprint/5455 |
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