Image of Analisis Pengaruh Perceived Value Terhadap Continued Use Intention Pengguna Premium dan Purchase Intention Pengguna Freemium pada Platform Streaming Musik. Studi Kasus: Spotify

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Analisis Pengaruh Perceived Value Terhadap Continued Use Intention Pengguna Premium dan Purchase Intention Pengguna Freemium pada Platform Streaming Musik. Studi Kasus: Spotify

This study aims to determine the effect of Perceived Value on Continued Use Intention and Purchase Intention on premium and freemium services on the Spotify music streaming platform. The sample used in this study are Spotify Premium service users and Spotify Freemium service users (free), aged 18-34 years, and have used Spotify respectively within the last 3 months. The questionnaire uses the Google Forms and is distributed online through social media such as Instagram, Whatsapp, Line, and Twitter. The distribution of the questionnaire managed to collect 321 respondents, consisting of 170 users of the Spotify Premium service and 151 users of the Spotify Freemium service (free). The data that has been collected is processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The study results show that the enjoyment, social value, and economic value perceived by Spotify Premium users positively influence their intention to continue using premium services. Meanwhile, for Spotify Freemium users, the factor that drives them to have the intention to buy premium services is social value..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13318PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Perceived value
Purchase intention
Music Streaming
Continued Use Intention
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xvi, 113 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data