ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI INTENION TO PURCHASING DIGITAL MUSIC MENGGUNAKAN APLIKASI SPOTIFY

Abstract

Every company is required to be ready to face the business competition is getting tougher by the day. To be able to create and retain customers, the company must be able to determine the right strategy. This study aimed to analyze the effect of Perceived Playfulness variable, Price, Variety, Attitude, Trialability, Perceived Low risk, Convenience and Subjective norms to Intention to Purchase Digital Music Spotify in Surabaya. The sample used in this study is a teenager who live in the city of Surabaya who know and have Spotify app., aged 17-35 years, a total of 140 respondents. For processing and analyzing the data in this study by using SPSS as the software to process the data. Statistical analysis showed that the product and service solutions (SPSS) with a 16.0 software to process the data. The results of the analysis showed that the Perceived Playfulness had a positive impact on the Attitude, Price had a positive impact on the Attitude, Variety had a positive impact on the Attitude, Perceived Low Risk had a positive impact on the Intention to Purchase, and Attitude had a positive impact on the Intention to Purchase. Beside that, Perceived Playfulness, Price, Variety, Trialability, Convenience and Subjective Norms had a negative impact on the Intention to Purchase. The empirical findings indicate that the relationship Perceived Playfulness with Attitude had a regression coefficient with a value of 0,154 Followed by Price and Variety that had a regression coefficient with a value of 0,350 for Price, and 0,402 for Variety. And Perceived Playfulness that had a regression coefficient with a value of -0,43 with Intention to Purchase. price had a regression coefficient with a value of 0,098, variety had a regression coefficient with a value of 0,0024, trialability had a regression coefficient with a value of 0,073, Perceived Low Risk had a regression coefficient with a value of 0,262, Convenience had a regression coefficient with a value of 0,031, Subjective Norms had a regression coefficient with a value of 0,000 and Attitude had a regression coefficient with a value of 0,287 with Intention to Purchase.