Rabbani, Laksamana Aditya Hanif (2026) Pengaruh Harga Dan Promosi Terhadap Minat Beli Spotify Premium di Kota Surabaya dengan Kepercayaan Konsumen sebagai Variabel Moderasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study analyzes the influence of price and promotion on Spotify Premium buying interest in the city of Surabaya with consumer trust as a moderation variable. The background of the research is based on the high consumption of digital entertainment, the strong use of music streaming services, and the dominance of free service users compared to paid customers. The research uses an explanatory quantitative approach with purposive sampling techniques. Data was obtained through a Likert scale questionnaire to 97 respondents who knew or had obtained information on Spotify Premium offers in Surabaya. The analysis was carried out using Partial Least Squares Structural Equation Modeling. The results of the study show that price has a positive and significant effect on buying interest. Promotion also has a positive and significant effect and is the most powerful direct predictor in the model. Consumer confidence has a positive, but not significant, effect on buying interest. In addition, consumer confidence has not been proven to moderate the influence of prices or promotions on buying interest. These findings show that interest in Spotify Premium subscriptions in Surabaya is mainly shaped by price suitability and promotional attractiveness, not by consumer trust as a mechanism to strengthen relationships between variables. Keywords: Price, Promotion, Consumer Trust, Buying Interest, Spotify Premium
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products M Music and Books on Music > M Music |
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| Depositing User: | Laksamana Aditya Hanif Rabbani | ||||||||
| Date Deposited: | 02 Jun 2026 03:49 | ||||||||
| Last Modified: | 02 Jun 2026 03:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53443 |
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