PENGARUH ELECTRONIC WORD OF MOUTH, ELECTRONIC SERVICE QUALITY, DAN PRICE PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN LAYANAN PREMIUM SPOTIFY (Studi Pada Pengguna Aplikasi Spotify di Bandar Lampung)
| Main Author: | Joli Ajis, 1616051003 |
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| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/64491/1/ABSTRAK.pdf http://digilib.unila.ac.id/64491/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/64491/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/64491/ |
Daftar Isi:
- Penelitian ini bertujuan untuk mengetahui besarnya pengaruh electronic word of mouth, electronic service quality, dan price perception terhadap keputusan pembelian layanan premium Spotify di Bandar Lampung. Jenis penelitian eksplanatori dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen pengguna aplikasi layanan premium Spotify di Bandar Lampung. Data tersebut diperoleh dari kuesioner yang disebar dan diisi oleh responden secara onile, teknik pengambilan sampel menggunakan purposive sampling dengan sampel 100 responden. Analisis data dalam penelitian ini menggunakan analisis regresi linear berganda dengan alat bantu software SPSS 25.0. Berdasarkan Hasil penelitian dan analisis data menunjukan bahwa electronic word of mouth, electronic service quality, dan price perception secara simultan berpengaruh terhadap keputusan pembelian layanan premium Spotify sebesar 68,6%. Sedangkan hasil pengujian secara parsial masing-masing variabel menunjukan bahwa electronic word of mouth berpengaruh tidak signifikan terhadap keputusan pembelian layanan premium Spotify sebesar 13,2% sedangkan electronic service quality berpengaruh secara signifikan terhadap keputusan pembelian layanan premium Spotify sebesar 50,6%, dan price perception sebesar 64,4%. Kata Kunci : Electronic Word Of Mouth, Electronic Service Quality, Price Perception, Keputusan Pembelian ABSTRACT This study aims to determine the magnitude of the influence of electronic word of mouth, electronic service quality, and price perception on purchasing decisions for Spotify premium services in Bandar Lampung. This type of explanatory research using a quantitative approach. The population in this study are consumers of the Spotify premium service application in Bandar Lampung. The data were obtained from questionnaires that were distributed and filled in by respondents online. The sampling technique used purposive sampling with a sample of 100 respondents. Data analysis in this study using multiple linear regression analysis with SPSS 25.0 software tools. Based on the results of research and data analysis, it shows that electronic word of mouth, electronic service quality, and price perception simultaneously affects the purchasing decision of Spotify premium service by 68.6%. While the partial test results of each variable show that electronic word of mouth has no significant effect on the decision to purchase Spotify premium service by 13.2%, while electronic service quality has a significant effect on the decision to purchase Spotify premium service by 50.6%, and price. perception by 64.4%. Keywords: Electronic Word Of Mouth, Electronic Service Quality, Price Perception, Purchase Decision