Pengaruh Gaya Hidup dan Citra Merek terhadap Keputusan Penggunaan Aplikasi Spotify (Studi pada Mahasiswa Universitas Dr. Soetomo)
Abstract
Given how many students use music applications on a daily basis, it is important to examine howlifestyle factors and brand image affect their choice of music application. Specifically, we will look athow lifestyle and brand image affect university students' decision to use the Spotify app. At Dr.Soetomo University. A quantitative survey approach with a causal associative nature is the studymethodology employed. Non-probability sampling is used in this sample technique. All independentvariables, including lifestyle and brand image, have a considerable impact on the decision to use theSpotify application, as demonstrated by the calculated F value > F table, or 71.024 > 3.09simultaneously. The findings of a contemporaneous test (the F Test) led to this conclusion. Comparingthe computed t values for the lifestyle variable (4.072) and the brand image variable (4.955) in thepartial test to the t table (1.984), each indicates a higher calculated t value. The fact that Ho isrefused while Ha is approved indicates that the deciding criteria of brand image (X2) and lifestyle(X1) have an impact on the decision to use the Spotify application (Y). The partial determination testyielded a partial determination coefficient (r2) of 0.201, or 20.1%, for brand image (X2) and 0.145,or 14.5%, for the lifestyle variable (X1). r2. The fact that the brand image variable's coefficient valueis higher than the lifestyle variable indicates that it has a bigger impact on people's decisions to usethe Spotify app.Keywords: Lifestyle; Brand Image; Usage Decisions; Spotify Application
References
———. 2016. Marketing Management. 15th ed. England: Pearson Education Limited.
———. 2019. Pemasaran Produk Dan Merek (Planning & Strategy). Surabaya: CV. Penerbit
Qiara Media.
Ahmatang. 2020. “Pengaruh Brand Image Terhadap Keputusan Penggunaan Kartu Halo Di
Tenggarong.” Jurnal Ekonomi & Manajemen Indonesia 20(1): 39–47.
Albushairi, Siti Aliyati, Nuril Huda, and Ahmad Rifani. 2018. Perilaku Konsumen Teori Dan
Aplikasi Pada Riset Pemasaran. Depok: PT RajaGrafindo Persada.
Djohan, Agustinus Johanes. 2016. Manajemen & Strategi Pembelian. Malang: Media Nusa
Creative.
Firmansyah, M. Anang. 2018. Perilaku Konsumen (Sikap Dan Pemasaran). Yogyakarta:
Deepublish Publisher.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. 9th ed.
Semarang: Badan Penerbit Universitas Diponegoro.
Götting, Charlotte Marie. 2022. “Spotify’s Monthly Active Users 2015-2022.” Statista.com.
https://www.statista.com/statistics/367739/spotify-global-mau/ (October 2, 2022).
Hawkins, Del I., and David L. Mothersbaugh. 2010. Consumer Behaviour:Building
Marketing Strategies. 11th ed. New York: McGraw Hill Irwin. www.mhhe.com.
Kotler, Philip, and Gary Amstrong. 2008. Prinsip-Prinsip Pemasaran Jilid 1. 12th ed.
Jakarta: Erlangga.
Kotler, Philip, and Kevin Lane Keller. 2012. Marketing Management. 14th ed. New Jersey:
Pearson Education, Inc.
Kotler, Philip, John T Bowen, and James C Makens. 2014. Marketing for Hospitality and
Tourism. 6th ed. England: Pearson Education Limited.
Nasib, Debora Tambunan, and Syaifullah. 2021. Perilaku Konsumen (Studi Dalam Pemilihan
Perguruan Tinggi). Yogyakarta: Nuta Media.
Nazir. 2017. Metode Penelitian. Bogor: Penerbit Ghalia Indonesia.
Nugraha, Jefri Putri dkk. 2021. Teori Perilaku Konsumen. Pekalongan: PT. Nasya Expanding
Management.
Nuryadi, and Dkk. 2017. Dasar-Dasar Statistik Penelitian. Yogyakarta: Sibuku Media.
Putri, Budi Rahayu Tanama. 2017. Manajemen Pemasaran. Denpasar: Fakultas Peternakan
Universitas Udayana.
Sjöberg, Lennart, and Elisabeth Engelberg. 2005. “Lifestyles and Consumer Behavior.”
Center for Risk Research 5: 1–33.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Kedua. Bandung:
Alfabeta.
Tjiptono, Fandy. 2019. Pemasaran Jasa - Prinsip, Penerapan, Dan Penelitian. 1st ed.
Yogyakarta: Andi.
Artikel Jurnal
Badjamal, Faigah A. 2019. “Pengaruh Gaya Hidup Dan Ekuitas Merek Terhadap Keputusan
Pembelian Hanphone Merek Samsung Di Kota Palu.” Jurnal Ekonomi Trend 7(2): 1–11.
Bertoni, Steven. 2012. “Spotify’s Daniel Ek: The Most Important Man in Music.”
https://www.forbes.com/sites/stevenbertoni/2012/01/04/spotifys-daniel-ek-the-mostimportant-man-in-music/?sh=3f16fce464ca (January 2, 2023).
Clinten, Bill. 2022. “Jumlah Pendengar Podcast Di Indonesia Terbesar Kedua Di Dunia.”
Kompas.com. https://tekno.kompas.com/read/2022/05/17/09000067/jumlah-pendengarpodcast-di-indonesia-terbesar-kedua-di-dunia?page=all (September 21, 2022).
Daga, Rosnaini. 2017. Citra, Kualitas Produk Dan Kepuasan Pelanggan. Makassar: Gobal
Research and Consulting Institute (Global-RCI).
https://www.researchgate.net/publication/334957485.
Deisy, Malonda, Joyce Lapian, and Yunita Mandagie. 2018. “Analisis Citra Merek, Harga
Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh
Gerai - Gerai Seluler Di It Center Manado.” Jurnal EMBA: Jurnal Riset Ekonomi,
Manajemen, Bisnis dan Akuntansi 6(4): 2288–97.
Fitria, Eva. 2018. “Analisis Pengaruh Gaya Hidup, Kualitas Produk Terhadap Keputusan
Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus J-Co Suzuya
Mall Rantauprapat).” Jurnal Ecobisma 5(1): 1–14.
Hadiyati, Rini. 2020. “Pengaruh Harga dan Citra Merek terhadap Keputusan Pembelian
Televisi Merek LG pada Toko Citra Elektronik Luwuk.” Jurnal Ilmiah Manajemen
EMOR 3(2): 89-106.
Kadeari, Ni Luh Eni, and Komang Krisna Heryanda. 2021. “Pengaruh Gaya Hidup Dan
Promosi Terhadap Keputusan Pembelian Layanan ‘Music Spotify Premium’ Studi Kasus
Pada Generasi Milenial Di Bali.” Ekuitas: Jurnal Pendidikan Ekonomi 9(2): 276.
Mahdi, M. Ivan. 2018. “Spotify Jadi Aplikasi Musik Dengan Pengguna Terbanyak Di Dunia.”
DataIndonesia.id. https://dataindonesia.id/digital/detail/spotify-jadi-aplikasi-musikdengan-pengguna-terbanyak-di-dunia (September 21, 2022).
Nguyen, Ngoc-Long, Thu-Thao Tran, and Minh-Phu Vo. 2020. “The Effect of Lifestyle,
Brand Image and Personalities on Smartphone Purchase Decision of Consumers in
Hochiminh City.” International Journal of Innovative Science and Research Technology
(3): 481–92. www.ijisrt.com.
Octhaviani, Shisillia, and Hendra Jonathan Sibarani. 2021. “Analisis Pengaruh Citra Merek
Produk, Kualitas Produk, Dan Harga Diskon Terhadap Keputusan Pembelian Produk
Minuman Kopi Pada Pengguna Aplikasi GrabFood Di Kota Medan.” Scientific Journal
of Reflection 4(3): 521–28.
Pangestu, Wahyu. 2019. “Pengaruh Faktor Gaya Hidup Dan Kelompok Referensi Terhadap
Keputusan Pembelian Layanan Premium Aplikasi Streaming Musik Spotify (Studi Kasus
Pada Mahasiswwa Universitas Islam Negeri Sultan Syarif Kasim Riau).” Universitas
Islam Negeri Sultan Syarief Kasim Riau.
Primantari, A. A. Bulan Dwi Agustini, and Ni Made Purnami. 2017. “Pengaruh Promosi,
Gaya Hidup, Dan Persepsi Harga Terhadap Keputusan Penggunaan Taksi Online Blue
Bird.” Jurnal Ilmiah Manajemen & Akuntansi 23(2): 75–88.
Riyanto, Andi Dwi. 2022. “Hootsuite (We Are Social) : Indonesian Digital Report 2022.”
Andi.Link. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/
(November 23, 2022).
Somantri, Bambang, Ridha Afrianka, and Fahrurrazi. 2020. “Pengaruh Gaya Hidup Dan Citra
Merek Terhadap Keputusan Pembelian Iphone (Studi Kasus Pada Siswa Dan Siswi
SMAN 3 Kota Sukabumi).” Cakrawala-Repositori IMWI 3(1): 1–10.
Website
“Spotify - Web Player.” https://open.spotify.com/? (December 28, 2022).
Full Text: PDF
Refbacks
- There are currently no refbacks.