PENGARUH PERCEIVED PRICE, PERCEIVED QUALITY, PERCEIVED VALUE, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA APLIKASI FREEMIUM STREAMING MUSIK DI DAERAH JABODETABEK

MASAO, MUHAMMAD (2020) PENGARUH PERCEIVED PRICE, PERCEIVED QUALITY, PERCEIVED VALUE, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA APLIKASI FREEMIUM STREAMING MUSIK DI DAERAH JABODETABEK. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Muhammad Masao, 2020; Analyzing the Influences of Perceived Price, Perceived Quality, Perceived Value, dan Brand Image Towards Purchase Intention of Freemium Based Application Music Streaming Around Jabodetabek. Thesis, Jakarta: Marketing Management Concentration, Bachelor Degree Study Program of Management, Faculty of Economics, State University of Jakarta. Team Supervisor: M. Edo Suryawan Siregar, S.E., M.B.A. & Shandy Aditya, BIB, MPBS Spotify is one of the largest music streaming app in the world. But every year this company experience losses. Due to the problem stated earlier, this research was conducted. The purpose of this study was to see the influence of perceived price on purchase intention, perceived quality on purchase intention, perceived value on purchase intention, and brand image on purchase intention towards the streaming music app Spotify. Survey method with the instruments in the form of a questionnaire was used to collected data. This study was used a total sample of 200 respondents with criteria aged 17 years and over, domiciled in the Jabodetabek region, and has used Spotify before but haven't subscribed to. SPSS version 24 and AMOS version 24 was used for processed and analyzed research data. The results showed the variable of perceived quality and brand image has positive and significant influence on purchase intention. While the variables of perceived price and perceived value does not affect the purchase intention. Keywords: Perceived Price, Perceived Quality, Perceived Value, Brand Image, Purchase Intention, Streaming Music App, Spotify

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