Pengaruh Brand Experience dan Perceived Usefulness terhadap Brand Loyalty pada Layanan Spotify Premium di Kota Surabaya
Keywords:
brand experience, perceived usefulness, brand loyalty, music streaming services, branding
Abstract
Tujuan dari penelitian ini adalah untuk mengidentifikasi dan menganalisis pengaruh brand experience dan perceived usefulness terhadap brand loyalty pada pengguna Spotify Premium di Kota Surabaya. Populasi penelitian terdiri dari pengguna aktif Spotify Premium berusia 18-45 tahun yang berdomisili di Kota Surabaya, dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang terkumpul diuji menggunakan metode uji statistik deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikoliniearitas, uji autokorelasi, dan uji heterokedastisitas), uji regresi linier berganda, dan uji hipotesis dengan bantuan perangkat lunak SPSS 26. Berdasarkan hasil uji ditemukan bahwa hasil analisis uji F (simultan) menunjukkan bahwa brand experience (X1) dan perceived usefulness (X2) secara simultan atau bersama-sama berpengaruh signifikan terhadap brand loyalty (Y). Selanjutnya, hasil uji t (parsial) menunjukkan bahwa brand experience (X1) memiliki pengaruh signifikan terhadap brand loyalty (Y) begitu juga perceived usefulness (X2) memberikan pengaruh signifikan terhadap brand loyalty (Y) pada layanan Spotify Premium. Hal ini menunjukkan bahwa semakin baik brand experience dan perceived usefulness maka akan meningkatkan brand loyalty pengguna Spotify Premium di Kota Surabaya.
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APJII. (2023). Survei Penetrasi & Perilaku Internet 2023. https://survei.apjii.or.id/
Barata, M. L., & Coelho, P. S. (2021). Music Streaming Services: Understanding The Drivers Of Customer Purchase And Intention To Recommend. Heliyon, 7(8), 1-17. https://doi.org/10.1016/j.heliyon.2021.e07783
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Chang, V., Yang, Y., Xu, Q. A., & Xiong, C. (2021). Factors Influencing Consumer Intention to Subscribe to the Premium Music Streaming Services in China. Journal of Global Information Management, 29(6), 1–25. https://doi.org/10.4018/jgim.20211101.oa17
De Villiers, M. V., et al. (2018). The Influence Of Store Environment Onbrand Attitude, Brand Experience And Purchase Intention. South African Journal of Business Management, 49(1), 1–8. https://doi.org/10.4102/sajbm.v49i1.186
Eslami, S. (2020). The Effect of Brand Experience on Brand Equity and Brand Loyalty Through The Mediating Role of Brand Awareness, Brand Image and Perceived Quality. Archives of Pharmacy Practice 2020;11(S1):98-104.
Farhan, F., & Aditya, F. (2019). The Influence Of Brand Image And Brand Experience on Brand Loyalty On Brizzi Card Users At BRI Unit Sentra Bisnis Driyorejo. Jurnal Ekonomi, 20(1), 23–35. https://ejournal.worldconference.id/index.php/eko.
Fauzi, U. I. (2021). Pengaruh Branding Dan Digital Marketing Terhadap Keputusan Pemilihan Wedding Organizer Syariah. Youth & Islamic Economic Journal, 2(1s), 42–47.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Hampton-Sosa, W. (2019). The Access Model for Music and the Effect of Modification, Trial, and Sharing Usage Rights on Streaming Adoption and Piracy. Journal of theoretical and applied electronic commerce research, 14(3), 126–155. https://doi.org/10.4067/s0718-18762019000300108
Hasibuan, L. P. (2020). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Sebagai Variabel Intervening Pada Pengguna Handphone Merek Apple (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis UMSU). (Skripsi Sarjana, Universitas Muhammadiyah Sumatera Utara). http://repository.umsu.ac.id/handle/123456789/14748
Haudi., et al. (2022). The Effect Of Social Media Marketing On Brand Trust, Brand Equity And Brand Loyalty. International Journal of Data and Network Science, 6(3), 961-972.z
Hsu, C. E., Yeshwant Raj, S., & Sandy, B. (2021). Music Streaming Characteristics And Consumption Emotion As Determinants Of Consumer Satisfaction And Purchase Intention. Contemporary Management Research, 17(3), 157–188. https://doi.org/10.7903/CMR.20647
Huaman-Ramirez, R., & Merunka, D. (2019). Brand Experience Effects On Brand Attachment: The Role Of Brand Trust, Age, And Income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Hussein, L. A., Suhaimi Baharudin, A., Jayaraman, K., & Kiumarsi, S. (2019). B2b E-Commerce Technology Factors With Mediating Effect Perceived Usefulness In Jordanian Manufacturing SMES. Journal of Engineering Science and Technology, 14(1), 411-429.
IFPI. (2023). Global Music Report 2023. https://globalmusicreport.ifpi.org/
Irfansyah, S. R. (2021). Pengaruh Perceived Usefulness terhadap Mobile Users’ Satisfaction dan Loyalty pada Aplikasi Go-Jek. https://doi.org/10.31219/osf.io/zpqmd
Kang, J., Manthiou, A., Sumarjan, N. and Tang, L.R. (2017). An Investigation Of Brand Experience On Brand Attachment, Knowledge, And Trust In The Lodging Industry, Journal of Hospitality Marketing and Management, 26(1), 1-22.
Kholilah., Kawulur, H. R., & Subekti, I. (2022). Perceived Usefulness, Perceived Ease Of Use, Facilitating Social Influence, And Personal Innovativeness Of Accounting Students Cloud Computing Adoption. Organum: Jurnal Saintifik Manajemen dan Akuntansi, 5(2), 141-151. https://doi.org/10.35138/organum.v5i2.257
Kotler, P., & Armstrong, G (2018). Principles of Marketing Global Edition 17th Edition.
London: Pearson Education.
Madeline, S., & Sihombing, S. O. (2019). The Impacts Of Brand Experiences On Brand Love, Brand Trust, And Brand Loyalty: An Empirical Study. Jurnal Bisnis dan Manajemen, 20(2), 91-107. https://doi.org/10.24198/jbm.v20i2.241
Maryanto, R. H., & Kaihatu, T. S. (2021). Customer Loyalty As An Impact Of Perceived Usefulness To Grab Users, Mediated By Customer Satisfaction And Moderated By Perceived Ease Of Use. Binus Business Review, 12(1), 31–39. https://doi.org/10.21512/bbr.v12i1.6293
Masitoh, D., & Kurniawati (2023). Pengaruh Brand Experince Terhadap Brand Loyalty Melalui Perceived Quality Dan Brand Trust Pada Pengguna E-Wallet Di Indonesia. Jurnal Ekonomi Trisakti, 3(1), 1133-1146. http://dx.doi.org/10.25105/jet.v3i1.15620
Mostafa, R. B., & Kasamani, T. (2021). Brand Experience And Brand Loyalty: Is It A Matter Of Emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of Brand Experience on Loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Ovfianti, S., & Adhrianti, L. (2021). Strategi Branding Syarah Bakery dalam Membentuk Brand Knowledge Sebagai Oleh-Oleh Bengkulu. Jurnal KAGANGA, 5(1), 59–68.
Pertiwi, A. R., Djawahir, A. H., & Andarwati. (2017). Pengaruh Brand Experience terhadap Brand Satisfaction, Brand Trust dan Brand Loyalty (Studi Pada Konsumen Make-Up Brand Impor Di Surabaya). Jurnal Manajemen & Kewirausahaan, 5(2), 20–35.
Philip, L., Pradiani, T., & Fathorrahman. (2023). Influence Brand Experience, Viral Marketing and Brand Image to Brand Loyalty to Service Users Streaming Spotify in Indonesia. ADI Journal on Recent Innovation (AJRI), 5(2), 127-135. https://doi.org/10.34306/ajri.v5i2.992
Robaniyah, L., & Kurnianingsih, H., (2021). Pengaruh Persepsi Manfaat, Kemudahan Penggunaan dan Kepercayaan Terhadap Minat Penggunaan Pada Aplikasi OVO. Journal IMAGE, 10(1), 53-62
Rosyad, S., & Harsono, M. (2021). Pentingnya Perceived usefulness Dan Perceived Ease of Use: Dalam Teknologi Informasi. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 5(1), 86-92. https://doi.org/10.22437/jiituj.v5i1.13723
Segal, T. (2022). Freemium: Definition, Examples, Pros & Cons for Business. https://www.investopedia.com/terms/f/freemium.asp.
Shewale, R. (2023). Spotify Stats 2023 — Subscribers, Revenue & Trends, https://www.demandsage.com/spotify-stats/
Spotify. (2023), Apa itu Spotify? https://support.spotify.com/id-id/article/what-is-spotify/
Spotify Shareholder Deck. (2023). Spotify Shareholder Deck Q3 2023 Update. https://s29.q4cdn.com/175625835/files/doc_financials/2023/q3/Shareholder-Deck-Q3-2023-FINAL.pdf
Subagio, H., & Jessica, J. (2020). Pengaruh Perceived Usefulness, Perceived Ease Of Use, Subjective Norm, Dan Customer Experience Terhadap Intention To Use Mytelkomsel (Studi Kasus Pada Mahasiswa Universitas Kristen Petra Surabaya). Jurnal Strategi Pemasaran, 7(1).
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Penerbit Alfabeta
Suliyanto (2018). Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Andi Offset.
Wilson, N., Keni, K., & Tan, P. H. P. (2021). The Role Of Perceived Usefulness And Perceived Ease-Of-Use Toward Satisfaction And Trust Which Influence Computer Consumers’ Loyalty In China. Gadjah Mada International Journal of Business, 23(3), 262–294. https://doi.org/10.22146/gamaijb.32106
Winnie & Keni. (2020). Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, 2(02), 501-509. https://doi.org/10.24912/jmk.v2i2.7944
Zhang, X. (2019). Research On The Impact Of Brand Experience On Brand Love. American Journal of Industrial and Business Management, 09(04), 898–903. https://doi.org/10.4236/ajibm.2019.94061
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2024-05-28
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