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Pengaruh Perceived Value dan Brand Image terhadap Buying Interest
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Abstract. The transformation of technology is increasingly sophisticated, including the music industry, creating a switch in music formats from traditional formats to digital formats. This switch in music format created digital music streaming application, one of them is Spotify. This study focuses on perceived value, brand image and buying interest. The purpose of this study is to determine the effect of perceived value, brand image on buying interest in premium services for generation Z Spotify users in Bandung City. This research is a type of descriptive and verification research using a quantitative approach. The research method used is the survey method with a questionnaire instrument as a data collection technique. The sampling technique used in this research is nonprobability sampling with purposive sampling. The population in this study were generation Z free Spotify users who live in Bandung City with sample of 195 respondents. The data analysis used in this study is descriptive and verification analysis using multiple linear regression analysis, and hypothesis testing using the F test and T test analysis. The results showed that perceived value partially had a positive and significant effect on buying interest, and brand image partially had a positive and significant effect on buying interest. Perceived value and brand image simultaneously have a positive and significant effect on buying interest.
Abstrak. Transformasi teknologi yang semakin canggih, termasuk pada industri musik, menciptakan peralihan terkait format bermusik dari format tradisional ke format digital. Peralihan format musik ini melahirkan aplikasi streaming musik digital, salah satunya yaitu Spotify. Penelitian ini berfokus pada perceived value, brand image dan buying interest. Tujuan penelitian ini yaitu untuk mengetahui pengaruh perceived value, brand image terhadap buying interest pada generasi Z pengguna Spotify di Kota Bandung. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Metode penelitian yang digunakan adalah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan data. Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling dengan purposive sampling. Populasi dalam penelitian ini adalah generasi Z pengguna Spotify gratis yang berdomisili di Kota Bandung dengan sampel sebanyak 195 responden. Analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, dan uji hipotesis menggunakan uji F dan uji T. Hasil penelitian menunjukkan bahwa perceived value secara parsial berpengaruh positif dan signifikan terhadap buying interest, dan brand image secara pasial berpengaruh positif dan signifikan terhadap buying interest. Perceived value dan brand image secara simultan berpengaruh positif dan signifikan terhadap buying interest.
Universitas Islam Bandung (Unisba)
Title: Pengaruh Perceived Value dan Brand Image terhadap Buying Interest
Description:
Abstract.
The transformation of technology is increasingly sophisticated, including the music industry, creating a switch in music formats from traditional formats to digital formats.
This switch in music format created digital music streaming application, one of them is Spotify.
This study focuses on perceived value, brand image and buying interest.
The purpose of this study is to determine the effect of perceived value, brand image on buying interest in premium services for generation Z Spotify users in Bandung City.
This research is a type of descriptive and verification research using a quantitative approach.
The research method used is the survey method with a questionnaire instrument as a data collection technique.
The sampling technique used in this research is nonprobability sampling with purposive sampling.
The population in this study were generation Z free Spotify users who live in Bandung City with sample of 195 respondents.
The data analysis used in this study is descriptive and verification analysis using multiple linear regression analysis, and hypothesis testing using the F test and T test analysis.
The results showed that perceived value partially had a positive and significant effect on buying interest, and brand image partially had a positive and significant effect on buying interest.
Perceived value and brand image simultaneously have a positive and significant effect on buying interest.
Abstrak.
Transformasi teknologi yang semakin canggih, termasuk pada industri musik, menciptakan peralihan terkait format bermusik dari format tradisional ke format digital.
Peralihan format musik ini melahirkan aplikasi streaming musik digital, salah satunya yaitu Spotify.
Penelitian ini berfokus pada perceived value, brand image dan buying interest.
Tujuan penelitian ini yaitu untuk mengetahui pengaruh perceived value, brand image terhadap buying interest pada generasi Z pengguna Spotify di Kota Bandung.
Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif.
Metode penelitian yang digunakan adalah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan data.
Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling dengan purposive sampling.
Populasi dalam penelitian ini adalah generasi Z pengguna Spotify gratis yang berdomisili di Kota Bandung dengan sampel sebanyak 195 responden.
Analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, dan uji hipotesis menggunakan uji F dan uji T.
Hasil penelitian menunjukkan bahwa perceived value secara parsial berpengaruh positif dan signifikan terhadap buying interest, dan brand image secara pasial berpengaruh positif dan signifikan terhadap buying interest.
Perceived value dan brand image secara simultan berpengaruh positif dan signifikan terhadap buying interest.
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