The Influence of Service Features, Brand Image, and Price Perception on Spotify Premium Purchase Decisions
Keywords:
Fitur Layanan, Brand Image, Persepsi Harga, Keputusan Pembelian, SpotifyAbstract
The rapid advancement of digital technology has transformed people's music consumption patterns from physical media to digital streaming services. This study aims to examine the influence of Service Features, Brand Image, and Price Perception on the Purchase Decision of Spotify Premium in Indonesia. The research employed a quantitative method using an online survey distributed through Google Forms to 162 respondents. Data were analyzed using SPSS software to conduct simultaneous significance testing and to examine the structural model using the Ordinary Least Squares (OLS) technique. The results indicate that Service Features, Brand Image, and Price Perception, both simultaneously and partially, have a positive and significant influence on Purchase Decision.
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