Pengaruh Citra Merek, Price Value, Dan Perceived Usefulness Terhadap Minat Berlangganan Spotify Premium
DOI:
https://doi.org/10.58191/jomel.v6i1.477Kata Kunci:
citra marek, price value, perceived usefulness, minat berlanggananAbstrak
Pesatnya pertumbuhan layanan streaming musik digital menuntut perusahaan untuk memahami secara lebih mendalam faktor-faktor yang memengaruhi kecenderungan konsumen dalam melakukan langganan. Penelitian ini bertujuan untuk mengkaji pengaruh citra merek, price value, dan perceived usefulness terhadap minat berlangganan Spotify Premium. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada pengguna Spotify. Analisis data dilakukan menggunakan metode Partial Least Squares (PLS) guna menguji hubungan antarvariabel dalam model penelitian. Hasil penelitian menunjukkan bahwa citra merek, price value, dan perceived usefulness memiliki pengaruh positif dan signifikan terhadap minat berlangganan Spotify Premium. Temuan ini mengindikasikan bahwa citra merek yang kuat, persepsi nilai harga yang sepadan dengan manfaat yang diperoleh, serta tingkat kegunaan dan kemudahan layanan merupakan faktor-faktor penting dalam mendorong peningkatan minat konsumen untuk berlangganan. Implikasi penelitian ini diharapkan dapat menjadi dasar pertimbangan bagi pihak Spotify dalam merancang strategi pemasaran yang lebih efektif, khususnya dalam memperkuat citra merek, menerapkan kebijakan harga yang kompetitif, serta terus meningkatkan kualitas dan fitur layanan. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan literatur akademik di bidang pemasaran dan perilaku konsumen.Referensi
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