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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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: | https://repositori.ukdc.ac.id/id/eprint/2351 |
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