PENGARUH CITRA MEREK, IKLAN, DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA APLIKASI SPOTIFY

Ayu, Stephanie Astrid and Inggawati, V. Ratna (2024) PENGARUH CITRA MEREK, IKLAN, DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA APLIKASI SPOTIFY. Jurnal Keuangan dan Bisnis (JKB), 22 (2). pp. 241-258. ISSN 1693-8224

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Official URL: https://journal.ukmc.ac.id/index.php/jkb/article/v...

Abstract

Technological advancements have significantly impacted information consumption patterns, leading various information channels to modernize and adapt to user needs. Among these, radio has transitioned from a conventional audio medium to a digital platform. Digital radio, or streaming radio, allows users to access information flexibly, unrestricted by spatial and temporal limitations. This study aims to analyze the influence of brand image, advertising, and e-WOM on user decisions in choosing the digital radio application "Spotify." Using a quantitative approach, data was collected from Spotify users through an online survey. Results indicate that brand image, advertising, and e-WOM significantly impact user decisions, with brand image being the most dominant factor. Based on these findings, it is recommended that digital radio service providers enhance brand image, leverage advertising, and utilize e-WOM to retain user loyalty

Item Type:	Article
Uncontrolled Keywords:	Citra merek; iklan;E-WOM; keputusan pengguna.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Stephanie Astrid Ayu
Date Deposited:	18 Jul 2025 08:18
Last Modified:	18 Jul 2025 08:18
URI:	http://repositori.ukdc.ac.id/id/eprint/2351

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