Amrta, Ida Ayu Dhama Tirtha (2019) Determinan Perilaku Niat, Kepuasan, dan Loyalitas Berlangganan Layanan Streaming Musik Berbayar: Studi Kasus Spotify Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Salah satu Music as a Service yang telah menjadi top-of-mind di Indonesia adalah Spotify, yang secara resmi memasuki pasar Indonesia pada tahun 2016 dan sekarang memiliki lebih dari 70 juta pengguna di seluruh dunia. Saat ini Spotify mendominasi pasar streaming musik di Barat, namun kondisi persaingan di Timur semakin ketat mengingat pasar lokal yang ramai dengan beberapa pemain kuat karena keunggulannya sebagai first mover dan memiliki pengetahuan atas pasar lokal. Agar Spotify Indonesia dapat sustain dan meningkatkan user, penelitian ini bertujuan untuk memahami faktor-faktor yang memengaruhi niat konsumen untuk mengadopsi layanan Spotify Premium. Variabel operasional pada penelitian ini adalah effort expectancy (EE), facilitating conditions (FC), habit (HT), hedonic motivation (HM), perceived usefulness (PU), price value (PV), social influence (SI), serta perceived satisfaction (PS) yang diadopsi dari jurnal lain dengan topik yang sama sebagai faktor hipotesis yang memengaruhi perilaku niat konsumen untuk menggunakan Spotify Premium. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dan data dikumpulkan dari 376 responden. Uji dilakukan menggunakan Structural Equation Modeling (SEM) untuk menguji model penelitian, kemudian untuk kepuasan dan loyalitas digunakan American Customer Satisfaction Index (ACSI) dan Customer Loyalty Index (CLI). Temuan dalam penelitian ini menunjukkan facilitating conditions (FC), habit (HT), price value (PV), dan perceived satisfaction (PS) merupakan faktor yang berpengaruh paling signifikan terhadap perilaku niat pengguna Spotify Premium. Sedangkan pada ACSI dan CLI pengguna Spotify Premium dirasa sudah puas dan loyal terhadap layanan. Penelitian ini juga merumuskan implikasi manajerial yang dapat diterapkan oleh Spotify sebagai referensi tambahan untuk meningkatkan kualitas layanannya.
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Music as a Service that has become one of the top-of-mind brands in Indonesia is Spotify, which officially launched in Indonesia in 2016 and now has more than 70 million users worldwide. Currently Spotify dominates the music streaming market in the West, but competition in the East is getting tougher given many strong players have the advantage as first movers thus already master the local knowledge. In order for Spotify Indonesia to continue and improve its newly discovered market, this research aims to understand the factors that influence consumers’ intention to use the premium service of Spotify. The operational variables in this study are effort expectancy (EE), facilitating conditions (FC), habit (HT), hedonic motivation (HM), perceived usefulness (PU), price value (PV), social influence (SI), and perceived satisfaction (PS) as hypothetical factors that influences consumers' behavioral intention to use Spotify Premium. This research was conducted using quantitative method and has collected 376 respondents. The analysis was conducted using Structural Equation Modeling (SEM) to assess the research model, and then using the American Customer Satisfaction Index (ACSI) and the Customer Loyalty Index (CLI) for measuring satisfaction and loyalty. The findings suggest that facilitating conditions (FC), habits (HT), price values (PV), and perceived satisfaction (PS) are factors that most significantly influence the behavioral intention of Spotify Premium user, while the ACSI and CLI of Spotify Premium suggest that users are satisfied and quite loyal to the service. This research also formulates managerial implications that can be used by Spotify as additional references to improve their service quality.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 3 Amr d-1 |
| Uncontrolled Keywords: | Layanan streaming musik; perilaku niat; kepuasan; loyalitas |
| Subjects: | H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Ida Ayu Dhama Tirtha Amrta |
| Date Deposited: | 27 Mar 2025 06:55 |
| Last Modified: | 27 Mar 2025 06:55 |
| URI: | http://repository.its.ac.id/id/eprint/67765 |
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