PENGARUH PERSONALIZATION MARKETING, PRICE DISCOUNT, DAN PERCEIVED VALUE PADA SUBSCRIBE INTENTION SPOTIFY PREMIUM STUDENT: STUDI PADA MAHASISWA DI SURABAYA

Kinasih Asta  Karunia; Sugeng  Purwanto

doi:10.38076/g1t0y834

Penulis

Kinasih Asta Karunia Universitas Pembangunan Nasional “Veteran” Jawa Timur
Sugeng Purwanto Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.38076/g1t0y834

Kata Kunci:

Perceived value, personalization marketing, price discount, subscribe intention

Abstrak

Pertumbuhan pesat layanan streaming musik digital telah memicu persaingan yang ketat di antara berbagai platform untuk menarik pelanggan, terutama pada kalangan mahasiswa yang aktif menggunakan teknologi. Tujuan penelitian ini adalah untuk mengkaji bagaimana personalization marketing, price discount, dan perceived value memengaruhi subscribe intention Spotify Premium Student, dengan fokus pada mahasiswa di Surabaya. Dalam penelitian ini digunakan pendekatan yang bersifat kuantitatif berdasarkan Structural Equation Modeling (SEM) dengan metode Partial Least Squares (PLS). Data dari penelitian ini dihimpun dengan mendistribusikan kuesioner daring kepada 112 responden melalui purposive sampling. Analisis menunjukkan adanya pengaruh positif dan signifikan dari price discount dan perceived value terhadap subscribe intention, sedangkan personalization marketing belum menunjukkan adanya pengaruh yang signifikan. Analisis ini menegaskan bahwa harga dan nilai yang dirasakan merupakan pertimbangan utama bagi mahasiswa dalam memutuskan untuk berlangganan Spotify Premium Student, sekaligus menyiratkan rekomendasi bagi perusahaan untuk mengoptimalkan strategi penetapan harga dan meningkatkan nilai yang dirasakan oleh pengguna.

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