PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION (Studi Layanan Premium Music Streaming Spotify pada Anggota Fanpage Facebook Spotify Indonesia)

Ikhlas Mufti Nugraha, - (2020) PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION (Studi Layanan Premium Music Streaming Spotify pada Anggota Fanpage Facebook Spotify Indonesia). S1 thesis, universita pendidikan indonesia.

Abstract

Industri Music Steaming saat ini banyak dinikmati dan digemari oleh orang-orang
di dunia, termasuk Indonesia. Salah satu perusahaan yang bergerak pada Industri
Music Streaming adalah Spotify. Terdapat banyak persaingan yang terjadi dalam
Industri Music Streaming yang mengharuskan Perusahaan berinovasi, Kreatif dan
Konsisten agar Pelanggan yang menggunakan Spotify dengan status Freemium
menjadi Premium agar perusahaan terus mendapat keuntungan. Repurchase
Intention dapat tercipta melalui brand familiarity dan perceived quality. Penelitian
ini bertujuan untuk memperoleh (1) gambaran brand familiarity, perceived quality
dan repurchase intention (2) Pengaurh brand familiarity terhadap repurchase
intention (3) pengaruh perceived quality terhadap repurchase intention (4)
pengaruh brand familiarity dan perceived quality terhadap repurchase intention.
Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang
digunakan simple random sampling dengan ukuran sampel sebanyak 200
responden. Teknik analisis yang digunakan adalah analisis Structure Equation
Model (SEM) dengan menggunakan program AMOS 22 for Windows. Hasil
temuan penelitian ini menunjukkan bahwa gambaran brand familiarity, perceived
quality dan repurchase intention pada anggota fan page facebook Spotify indonesia
berada pada kategori cukup tinggi. Brand Familiarity dan Perceived Quality
memiliki pengaruh yang positif dan signifikan terhadap Repurchase Intention pada
anggota fan page facebook Spotify Indonesia Namun, dalam variable tersebut
masih ada dimensi yang berkontribusi rendah dalam membangun Repurchase
Intention Seperti Reliability dalam Perceived quality dan Self-familiar, dengan
demikian penulis merekomendasikan supaya Spotify mengatasi kemampuan
Costumer care dalam melayani konsumen dan kemudahan dalam sekali
penggunaan layanan premium Spotify.
Kata kunci : Brand Familiarity, Perceived Quality, Repurchase Intention

ABSTRACT
Ikhlas Mufti Nugraha (1505230), The influence of Brand Familiarity and
Perceived Quality on Repurchase Intention (Studies On Service Premium Music
Streaming Spotify On Indonesia Spotify Facebook Fan Page members), Under
the guidance of Prof. Dr. Agus Rahayu, M.P. and Dr. Puspo Dewi
Dirgantara,S.Pd.,M.T.,M.M.
Music Streaming industry is currently widely enjoyed and favored by the people in
the world, including Indonesia. One of the companies engaged in the Industry of
music streaming is Spotify. There is a lot of competition in the music Streaming
industry that require companies to innovate, be creative and be consistent so that
customers who use Spotify with the status of a Freemium into a Premium so that it
continues to benefit. Repurchase Intention can be created through brand familiarity
dan perceived quality. This study aimed to obtain (1) an overview of brand
familiarity, perceived quality and repurchase intention (2) the Influence of brand
familiarity on repurchase intention (3) the influence of perceived quality on
repurchase intention (4) the influence of brand familiarity and perceived quality on
repurchase intention. This type of research is descriptive verification. The method
used is simple random sampling with sample size of 200 respondents. The analysis
technique used is the analysis of Structure Equation Model (SEM) using the
program AMOS 22 for Windows. The findings of this study indicate that the
overview of the brand familiarity, perceived quality and repurchase intention on
spotify’s fan page facebook fan page members are on the category is quite high.
Brand Familiarity and Perceived Quality has a positive and significant influence
to Repurchase Intention on spotify’s fan page facebook members. however, in this
variable there is still a dimension that contributes low in building Repurchase
Intention Such as Reliability in Perceived quality and Self-familiar, thus the author
recommends that Spotify overcome the ability of Customer care in serving
consumers and the ease of using Spotify premium services.
Keywords : Brand Familiarity, Perceived Quality, Repurchase Intention

	Text S_MBS_1505230_Title.pdf Download (351kB)
	Text S_MBS_1505230_Chapter1.pdf Download (278kB)
	Text S_MBS_1505230_Chapter2.pdf Restricted to Staf Perpustakaan Download (590kB)
	Text S_MBS_1505230_Chapter3.pdf Download (579kB)
	Text S_MBS_1505230_Chapter4.pdf Restricted to Staf Perpustakaan Download (865kB)
	Text S_MBS_1505230_Chapter5.pdf Download (51kB)
	Text S_MBS_1505230_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

Item Type:	Thesis (S1)
Additional Information:	No Panggil : S MBS IKH p-2020; NIM : 1505230
Uncontrolled Keywords:	Brand familiarity, Perceived quality, Repurchase intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) M Music and Books on Music > M Music
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Ikhlas Mufti Nugraha
Date Deposited:	27 Jul 2020 07:29
Last Modified:	27 Jul 2020 07:29
URI:	http://repository.upi.edu/id/eprint/49972

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