PENGARUH FITUR, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAYANAN PREMIUM PADA APLIKASI DIGITAL STREAMING SPOTIFY STUDI KASUS PADA PENGGUNA SPOTIFY PREMIUM DI KOTA MADIUN

Abstract

In the current era of technological development, technology in the business sector is the emergence of transactions that use internet media to smoothen the relationship between sellers and buyers. Streaming music applications allow users to enjoy music anytime and anywhere. The purpose of this study was to determine the effect of features, prices, and promotions on purchasing decisions for premium services on the Spotify application. The data is taken from users of the premium spotify application in Madiun City. The data collection instrument used a questionnaire, the collected data was then processed using multiple regression analysis. The source of the data in this study was obtained by conducting research on respondents in Madiun City by distributing questionnaires via the Google form. This study uses a quantitative approach to data analysis. Sampling was carried out using the lemeshow formula with a sample of 385 respondents. The data analysis technique used a test tool in the form of IMB SPSS 25 software. The results showed that feature, price, and promotion variables had a significant effect on purchasing decisions.

Keywords: Features, Price, Promotion, Purchase Decision, Spotify