Pengaruh Perceived Value Dan Customer Satisfaction Terhadap Purchase Intention Spotify Premium Pada Mahasiswa FISIP USU

Elisabeth Simanjuntak; Nabil Fikri Hutagalung; Shabila Indra Putri; Adestia Salwa Rambe; M. Radithsyah Hanafi; Onan Marakali Siregar; Ummi Salamah Sitorus

doi:10.69693/ijmst.v4i2.9546

Authors

Elisabeth Simanjuntak Universitas Sumatera Utara
Nabil Fikri Hutagalung Universitas Sumatera Utara
Shabila Indra Putri Universitas Sumatera Utara
Adestia Salwa Rambe Universitas Sumatera Utara
M. Radithsyah Hanafi Universitas Sumatera Utara
Onan Marakali Siregar Universitas Sumatera Utara
Ummi Salamah Sitorus Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.69693/ijmst.v4i2.9546

Keywords:

Kepuasan Pelanggan, Nilai yang Dirasakan, Niat Pembelian, Spotify Premium

Abstract

Penelitian ini bertujuan untuk menyelidiki pengaruh kepuasan pelanggan (customer satisfaction) dan nilai yang dirasakan (perceived value) terhadap niat pembelian premium dengan studi kasus pada mahasiswa S1 FISIP Universitas Sumatera Utara. Pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan asosiatif. Teknik sampling yang diterapkan adalah purposive sampling, melibatkan 103 responden. Responden penelitian terdiri dari konsumen digital native yang mayoritas berusia 19–20 tahun dan merupakan pengguna aktif platform Spotify. Data primer dikumpulkan melalui kuesioner daring yang disebarkan menggunakan Google Form. Teknik analisis data menggunakan Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap niat pembelian Spotify Premium. Sebaliknya, nilai yang dirasakan tidak memiliki pengaruh signifikan terhadap niat pembelian premium.

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