PENGARUH IKLAN SPOTIFY DAN NARASI HARGA TERHADAP KEPUTUSAN MEMBELI PAKET PREMIUM PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA

SUNDARI, JULIA AYU and Thamrin, M. Husni and Elfandari, Safitri (2025) PENGARUH IKLAN SPOTIFY DAN NARASI HARGA TERHADAP KEPUTUSAN MEMBELI PAKET PREMIUM PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to examine the influence of Spotify advertising and price narratives on the purchase decision of premium packages among Communication Science students at Universitas Sriwijaya. The research employed a quantitative approach using a survey method. The sampling technique used was purposive sampling, with 100 respondents who had previously used Spotify Premium. Data were analyzed using multiple linear regression.The results show that Spotify advertising has a positive and significant influence on purchase decisions, with a significance value of 0.000 (< 0.05) and a regression coefficient of 0.910. Price also has a positive and significant effect, with a significance value of 0.000 and a regression coefficient of 0.290. The coefficient of determination (R²) is 0.527, indicating that advertising and price together explain 52.7% of the variation in purchase decisions, while the remaining 47.3% is influenced by other factors not examined in this study. Classical assumption tests confirm that the regression model meets validity criteria, supporting the conclusion that advertising and price significantly affect the decision to purchase Spotify Premium. Keywords: Advertising, Price, Purchase Decision, Spotify Premium, University Students

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5387-5387.5 Business ethics
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Julia Ayu Sundari
Date Deposited:	19 Sep 2025 06:47
Last Modified:	19 Sep 2025 06:47
URI:	http://repository.unsri.ac.id/id/eprint/184351

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