MODEL E-PROMOTION DAN PERCEIVED VALUE TERHADAP E-PURCHASE DECISION MELALUI USER EXPERIENCE : Survei terhadap premium user Spotify Indonesia

Pepen Supriatna, - (2023) MODEL E-PROMOTION DAN PERCEIVED VALUE TERHADAP E-PURCHASE DECISION MELALUI USER EXPERIENCE : Survei terhadap premium user Spotify Indonesia. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Spotify mendapati peringkat pertama dengan pangsa pasar tertinggi, meskipun demikian Spotify membukukan kerugian yang cukup besar. Rendahnya e-purchase decision disinyalir menjadi penyebab kerugian yang dialami Spotify. E-purchase decision dapat tercipta melalui e-promotion, perceived value dan user experience. Penelitian ini bertujuan untuk memperoleh gambaran e-promotion, perceived value, user experience dan e-purchase decision serta pengaruh e-promotion dan perceived value dalam meningkatkan e-purchase decision dengan mediasi user experience pada premium user Spotify di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif verifikatif. Teknik sampel menggunakan purposive sampling sebanyak 400 responden premium user Spotify dan teknik analisis data menggunakan Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan gambaran e-promotion yang memiliki dimensi communication dengan tingkat ketercapaian tertinggi dan connection dengan tingkat ketercapaian terendah, gambaran perceived value yang memiliki dimensi functional value dengan tingkat ketercapaian tertinggi dan emotional value dengan tingkat ketercapaian terendah, gambaran user experience yang memiliki dimensi adaptability dengan tingkat ketercapaian tertinggi dan desirability dengan tingkat ketercapaian terendah, dan gambaran e-purchase decision yang memiliki dimensi price dengan tingkat ketercapaian tertinggi dan brand choice dengan tingkat ketercapaian terendah. Selain itu hasil penelitian ini menunjukan bahwa terdapat pengaruh positif antara variabel e-promotion terhadap user experience, perceived value terhadap e-purchase decision, user experience terhadap e-purchase decision, dan e-promotion terhadap e-purchase decision melalui mediasi user experience, adapun variabel yang tidak berpengaruh yakni variabel perceived value terhadap user experience, e-promotion terhadap e-purchase decision, dan perceived value terhadap e-purchase decision melalui mediasi user experience. Spotify diharapkan dapat lebih memaksimalkan indikator-indikator user experience selaku faktor yang paling berpengaruh dalam pembentukan e-purchase decision. Spotify was ranked first with the highest market share, even though Spotify posted quite a large loss. The low e-purchase decision is allegedly the cause of the losses experienced by Spotify. E-purchase decision can be created through e-promotion, perceived value, and user experience. This research aims to obtain an overview of e-promotion, perceived value, user experience, and e-purchase decision as well as the influence of e-promotion and perceived value in improving e-purchase decisions by mediating user experience on Spotify premium users in Indonesia. This research uses a quantitative approach with descriptive verification methods. The sampling technique used purposive sampling of 400 Spotify premium user respondents and the data analysis technique used Structural Equation Modeling (SEM). The findings of this research show a picture of e-promotion which has a communication dimension with the highest level of achievement and a connection with the lowest level of achievement, a picture of perceived value which has a functional value dimension with the highest level of achievement and an emotional value with the lowest level of achievement, a picture of user experience which has dimensions adaptability with the highest level of achievement and desirability with the lowest level of achievement, and a picture of e-purchase decision which has the price dimension with the highest level of achievement and brand choice with the lowest level of achievement. Apart from that, the results of this research show that there is a positive influence between the e-promotion variables on user experience, perceived value on e-purchase decisions, user experience on e-purchase decisions, and e-promotion on e-purchase decisions through the mediation of user experience, as for variables that have no effect are the variable perceived value on user experience, e-promotion on e-purchase decisions, and perceived value on e-purchase decisions through user experience mediation. It is hoped that Spotify can further maximize user experience indicators as the most influential factor in forming e-purchase decisions.

Item Type: Thesis (S2)
Additional Information: Link Google Scholar : https://scholar.google.com/citations?hl=en&user=QrVe2tcAAAAJ ID SINTA Dosen Pembimbing Ratih Hurriyati : 5984336 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords: E-Promotion, Perceived Value, User Experience, E-Purchase Decision, Spotify
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Pepen Supriatna
Date Deposited: 09 Oct 2023 08:00
Last Modified: 09 Oct 2023 08:00
URI: http://repository.upi.edu/id/eprint/109782

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