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All Journal Sinkron : Jurnal dan Penelitian Teknik Informatika Math Educa Journal JURNAL MUTIARA MANAJEMEN Jurnal Pengabdian Masyarakat Gemilang (JPMG) Jurnal Manajemen Pemasaran dan Perilaku Konsumen Anakta : Jurnal Pendidikan Islam Anak Usia Dini Jurnal Pengabdian Kompetitif
Annisa, Putri
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Jurnal Manajemen Pemasaran dan Perilaku Konsumen

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Pengaruh Perceived Price, Perceived Value, dan Social Influence terhadap Purchase Intention Annisa, Putri; Juwita, Himmiyatul Amanah Jiwa
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.18

Abstract

This research aims to identify how perceived price, perceived value, and social influence affect the intention of undergraduate students of Faculty of Economics and Business of Universitas Brawijaya to purchase Spotify’s premium service. This explanatory research explains and corroborates the relationship between the dependent and the independent variables. The research samples were selected using purposive sampling; they are 150 undergraduate students of the said faculty who uses Spotify’s free application. The data was harvested from Google Forms questionnaires distributed online. The results of the multiple linear regression analysis performed in SPSS ver. 25 have led to findings that perceived price, perceived value, and social influence positively and significantly affect the purchase intention.   Abstrak Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Perceived Price, Perceived Value, dan Social Influence terhadap Purchase Intention layanan Spotify Premium pada mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 150 responden dimana penyebaran kuesioner dilakukan melalui Google formulir secara online. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang merupakan mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Brawijaya yang menggunakan aplikasi Spotify tidak berbayar. Analisis data menggunakan Analisis Regresi Linear Berganda dengan menggunakan SPSS ver. 25. Hasil penelitian menunjukan bahwa dari ketiga variabel yaitu Perceived Price, Perceived Value, dan Social Influence, ketiganya memiliki pengaruh positif signifikan terhadap Purchase Intention.
Co-Authors Afif, Muhammad Sulthan Muqsith Ahmad Nizar Rangkuti Al Hadad, M Reza Asqia, Nurul Daulay, Safrul Elwardi Hasibuan Gultom, Zuli Agustina Hadady, Hartaty Hadady Indriyani Indriyani Isolah, Ilham Junita, Rosi Juwita, Himmiyatul Amanah Jiwa Kurniawaty Fitri Maulani, Nadira Miftahul Jannah Persika, Gita Sirat, Abdul Hadi Walfaidzin , Muthmainnah Yoshida Sary Zain Nst, Amir Makhmud