PENGARUH PRODUK, PROMOSI, DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus: Layanan Premium Aplikasi Musik Streaming Spotify)

Abstract

The purpose of this study was to determine the influence of products, promotions, and psychological factors on purchasing decisions for Spotify Premium services. This study uses multiple regression analysis method, using a sample of 100 respondents who are Spotify Premium users at ages ranging from 18 years to 24 years. Sampling using purposive sampling technique. The results of the research show that products, promotions, and psychological factors simultaneously have a significant effect on the purchase decision of Spotify Premium services. While partially, only Promotions have a significant effect on the Purchase Decision of Spotify Premium Services.