Analisis faktor-faktor yang mempengaruhi intenion to purchasing digital music menggunakan aplikasi spotify

Handoko, Otniel William (2014) Analisis faktor-faktor yang mempengaruhi intenion to purchasing digital music menggunakan aplikasi spotify. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Setiap perusahaan dituntut untuk siap menghadapi persaingan bisnis yang semakin ketat dari hari ke hari. Untuk dapat menciptakan dan mempertahankan konsumen, perusahaan tersebut harus mampu mengembangkan strategi yang tepat. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Perceived Playfulness, Price, Variety, Attitude, Trialability, Perceived Low risk, Convenience dan Subjective norms terhadap Intention to Purchase Digital Music aplikasi Spotify di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada remaja akhir-dewasa awal yang tinggal di wilayah kota Surabaya yang mengenal dan memiliki aplikasi Spotify, berusia 17-35 tahun, sejumlah 140 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical product and service solutions (SPSS) dengan softwere 16.0 sebagai softwere untuk mengolah data. Hasil anlisis menunjukan bahwa Perceived Playfulness memberi dampak yang signifikan terhadap Attitude, Price memberi dampak yang signifikan terhadap Attitude, Variety memberi dampak yang signifikan terhadap Attitude, Perceived Low Risk memberi dampak yang signifikan terhadap Intention to Purchase, dan Attitude memberi dampak yang signifikan terhadap Intention to Purchase. Sedangkan Perceived Playfulness, Price, Variety, Trialability, Convenience dan Subjective Norms memberi dampak yang tidak signifikan terhadap Intention to Purchase. Temuan empiris tersebut mengindikasikan bahwa hubungan Perceived Playfulness berpengaruh secara positif terhadap Attitude dengan koefisien regresi 0,154 diikuti dengan Price dan Variety yang berpengaruh secara positif juga terhadap Attitude dengan koefisien regresi 0,350 untuk Price dan 0,402 untuk Variety. Juga Perceived Playfulness berpengaruh secara negatif terhadap Intention to Purchase dengan koefisien regresi -0,43 diikuti dengan price yang memiliki koefisien regresi 0,098, variety yang memiliki koefisien regresi 0,0024, trialability yang memiliki koefisien regresi 0,073, Perceived Low Risk yang memiliki koefisien regresi 0,262, Convenience yang memiliki koefisien regresi 0,031, Subjective Norms yang memiliki koefisien regresi 0,000 dan Attitude yang memiliki koefisien regresi 0,287 yang berpengaruh secara positif terhadap Intention to Purchase / Every company is required to be ready to face the business competition is getting tougher by the day. To be able to create and retain customers, the company must be able to determine the right strategy. This study aimed to analyze the effect of Perceived Playfulness variable, Price, Variety, Attitude, Trialability, Perceived Low risk, Convenience and Subjective norms to Intention to Purchase Digital Music Spotify in Surabaya. The sample used in this study is a teenager who live in the city of Surabaya who know and have Spotify app., aged 17-35 years, a total of 140 respondents. For processing and analyzing the data in this study by using SPSS as the software to process the data. Statistical analysis showed that the product and service solutions (SPSS) with a 16.0 software to process the data. The results of the analysis showed that the Perceived Playfulness had a positive impact on the Attitude, Price had a positive impact on the Attitude, Variety had a positive impact on the Attitude, Perceived Low Risk had a positive impact on the Intention to Purchase, and Attitude had a positive impact on the Intention to Purchase. Beside that, Perceived Playfulness, Price, Variety, Trialability, Convenience and Subjective Norms had a negative impact on the Intention to Purchase. The empirical findings indicate that the relationship Perceived Playfulness with Attitude had a regression coefficient with a value of 0,154 Followed by Price and Variety that had a regression coefficient with a value of 0,350 for Price, and 0,402 for Variety. And Perceived Playfulness that had a regression coefficient with a value of -0,43 with Intention to Purchase. price had a regression coefficient with a value of 0,098, variety had a regression coefficient with a value of 0,0024, trialability had a regression coefficient with a value of 0,073, Perceived Low Risk had a regression coefficient with a value of 0,262, Convenience had a regression coefficient with a value of 0,031, Subjective Norms had a regression coefficient with a value of 0,000 and Attitude had a regression coefficient with a value of 0,287 with Intention to Purchase

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