Zakaria, Grandhis Azzahira Putri (2024) THE INFLUENCE OF PRICE PERCEPTION, ADVERTISING PERCEPTION, AUDIO QUALITY PERCEPTION, MUSIC DOWNLOAD PERCEPTION, AND UNLIMITED SKIP PERCEPTION ON THE DECISION TO USE SPOTIFY PREMIUM APPLICATION. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study aims to explain the influence of price perception, advertising perception,
audio quality perception, music download perception, and unlimited skip perception
on the decision to use Spotify Premium application. This research is quantitative
research, with the theory used in this research are Theory of Planned Behavior and
Marketing Mix Strategy Concept which uses a non-probability sampling technique
with purposive sampling. The total number of respondents selected was 106
respondents, lived in Semarang city, aged 18 to 35 years, and used Spotify
application.
The result of testing the first hypothesis using simple regression linear analysis shows
that there is an influence of price perception on the decision to use Spotify Premium
application with a significance value of 0,000 means very significant. Meanwhile, the
second hypothesis using multiple linear regression analysis shows that there is no
influence of advertising perception, audio quality perception, music download
perception, and unlimited skip perception on the decision to use Spotify Premium
application with a significance value of 0,234 means not significant. However, if
viewed partially, music download perception variable has an influence on the
decision to use Spotify Premium application with a significance value of 0,048 means
significant. The recommendation given to future researchers is that more
comprehensive research is needed using other variables that can influence the
decision to use Spotify Premium application.
Keywords: price perception, Spotify features, decision to use

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