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PENGARUH IKLAN SPOTIFY DAN NARASI HARGA TERHADAP KEPUTUSAN MEMBELI PAKET PREMIUM PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA

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This study aims to examine the influence of Spotify advertising and price narratives on the purchase decision of premium packages among Communication Science students at Universitas Sriwijaya. The research employed a quantitative approach using a survey method. The sampling technique used was purposive sampling, with 100 respondents who had previously used Spotify Premium. Data were analyzed using multiple linear regression.The results show that Spotify advertising has a positive and significant influence on purchase decisions, with a significance value of 0.000 (< 0.05) and a regression coefficient of 0.910. Price also has a positive and significant effect, with a significance value of 0.000 and a regression coefficient of 0.290. The coefficient of determination (R²) is 0.527, indicating that advertising and price together explain 52.7% of the variation in purchase decisions, while the remaining 47.3% is influenced by other factors not examined in this study. Classical assumption tests confirm that the regression model meets validity criteria, supporting the conclusion that advertising and price significantly affect the decision to purchase Spotify Premium. Keywords: Advertising, Price, Purchase Decision, Spotify Premium, University Students

Availability
Inventory Code Barcode Call Number Location Status
2507005927T184351T1843512025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1843512025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xvii, 136 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Ilmu Komunikasi--Strategi Komunikasi
Specific Detail Info
-
Statement of Responsibility
Other version/related
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