The Effect of E-service Quality and Price on Purchasing Decisions for Streaming Music Subscription Services on Spotify
Abstract
this research is Spotify, which offers songs, podcasts, and audiobooks, and has over 200 million paid subscribers. Although Spotify's prices are higher compared to other platforms, users are expected to receive satisfaction commensurate with the price they pay based on the quality of the service. E-service quality encompasses all customer interactions on the website. The aim of this study is to explore respondents' perceptions of service quality, pricing, and purchase decisions regarding Spotify's music streaming service. This research also aims to determine whether service quality and pricing influence consumer purchase decisions for Spotify, despite frequent service interruptions. This study is quantitative with a descriptive approach. Data was collected through surveys with questionnaires filled out by respondents. The population and sample of this study consist of individuals who have purchased Spotify services with various professions in Indonesia, without population limitations. A non-probability sampling technique with purposive sampling was used, resulting in 100 respondents. The results of the study show that 76.7% of the purchase decision variable is influenced by e-service quality and price, while the remaining 23.3% is influenced by other factors not included in this analysis.
Keywords-e-service quality, price, purchase decision, streaming music.
Downloads
References
A, Arifa. (2023). Pengertian Data Ordinal dan 4 Contohnya. [Online]. Tersedia: https://penelitianilmiah.com/dataordinal/ [8 Desember 2023]
Abbas, A, Mahmood A. H. A., Mohd H Ali. (2022).The Effect of Service Quality on Purchase Intention with Mediating Role of Store Image. International Journal of Supply Chain Management, 9 (1), 375-384. Reviewed from Researchgate
Adyani, R. (2020). Manajemen Strategik-Analisis Studi Kasus Spotify. [Online[ Tersedia: https://rizkaadyani.wordpress.com/2020/03/31/manajemen-strategik-analisis-studi-kasus-spotify/ [17 Oktober
Annur, C. M. (2023). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. [Online] Tersedia: https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-jutaorang-hingga-awal #:~:text=Didukung%20Oleh&text=Menurut%20laporan%20We%20Are%20Social,orang%20pada%20a wal%20tahun%20ini [25 Oktober 2023]
Ardhini, Z. (2023). Pengertian Skala Likert, Metode, dan Contohnya untuk Penelitian. [Online] Tersedia: https://www.detik.com/bali/berita/d-6607480/pengertian-skala-likert-metode-dan-contohnya-untuk-penelitian Desember]
Arikunto, S. (2006). Prosedur Penelitian Suatu Pendekatan Praktek. PT Rineka Cipta.
Balhmar, M. A. (2021). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian di ECommerce Shopee. Jurnal Ilmu dan Riset Manajeme, 10, (10), 1-19. Reviewed from Jurnal Mahasiswa Database Banteng Muda Indonesia. (n.d.). Sejarah Perkembangan Musik Indonesia. [Online] Tersedia: https://bantengmudaindonesia.id/sejarah-perkembangan-musik-indonesia/ [1 Juni 2024]
Binus. (2014). Uji Validitas dan Uji Reliabilitas. [Online] Tersedia: https://qmc.binus.ac.id/2014/11/01/u-j-i-v-a-l-id-i-t-a-s-d-a-n-u-j-i-r-e-l-i-a-b-i-l-i-t-a-s/ [1 Juni 2024]
Digital Marketing. (2023). Pengertian pemasaran Menurut Para Ahli. [Online]. Tersedia: https://lspdigitalmarketing.id/pengertian-pemasaran-menurut-para-ahli/ [18 November 2023]
Ferdinand, A. (2014). Metode Penelitian Manajemen (5th ed.). Badan Penerbit: Universitas Diponegoro.
Fernaldy, I. (2017). Analisis Pengaruh E-Service Quality Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Nasabah Layanan E-Banking (Studi Pada Nasabah Bank Rakyat Indonesia Di Malang). Jurnal Ilmiah Mahasiswa FEB, 5(2). Reviewed from Jurnal mahasiswa FEB Universitas Brawijaya
Ginting, D. Y. Br., Suyanto, A., & Febrianta, M. Y. (2022b). Analysis of the Effect of E-Service Quality on ECustomer Satisfaction and E-Customer Loyalty on Shopee. Asian Journal of Research in Business and Management, 4(3), 396-411.
Hakim, A., Simanjuntak M., Hasanah N. (2021) FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN DI INSTAGRAM: PERAN TRUST SEBAGAI VARIABEL MEDIATOR. Jurnal Ilmu Keluarga & Konsumen, 14 (3), 2502 –3594. Reviewd from Jurnal Penyuluhan IPB. Hal mendasar tentang layanan Streaming Musik dari Spotify. [Online]. Tersedia: https://oridistro.com/hal-mendasartentang-layanan-streaming-musik-dari-spotify/ [5 November 2023]
Hasan, I. (2004). Analisis data penelitian dengan statistik. Bumi Aksara
Hasibuan, S. T., Zulkifli, M. E. S., Aziddin, H., (2022). The Effect of Service Quality, Price, Customer Satisfaction on Purchase Decisions at Usman Wholesale. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5 (1), 6232-6242. Reviewed from Budapest International Research and Critics InstituteJournal Database
Herdiyani, Y., & Ama S. (2023). Pengaruh Harga dan E-Service Quality Terhadap Keputusan Pembelian Pada Layanan Netflix. e-Proceeding of Management, 10 (2),872-883. Reviewed from Telkomuniversity Database
Indriantoro, N., & Supomo, B. (1999). Metodologi Penelitian Bisnis Untuk Akuntansi & Manajemen. Fakultas Ekonomi & Bisnis UGM.
Juliansyah, N. (2011). Metodologi Penelitian. Skripsi, Tesis, Disertasi dan Karya Ilmiah. Kencana Prenada Media Group: Jakarta.
Kerlinger. (2006). Asas-asas Penelitian Behavioral. Gajah Mada: University Press.
Kompas. (2023). Spotify, Platform Streaming Musik Pertama dengan 200 Juta Pelanggan. [Online] Tersedia: https://tekno.kompas.com/read/2023/02/01/10000037/spotify-platform-streaming-musik-pertama-dengan200-juta-pelanggan [1 Juni 2024]
Kotler, P. (2013), Strategi Brand Management, 14eth Edition, England: Pearson. Education Limited.
Kristiadi Putra, B. (2021). Pengaruh E-Service Quality Dan E-Trust Pada Kepuasan Pelanggan (Survey Pada Pelanggan Pln Unit Layanan Pelanggan Karang Pengguna Aplikasi Pln Mobile). Paper Knowledge. Toward a Media History of Documents, 12-26.
Kuncoro, M. (2013). Metode Riset untuk Bisnis & Ekonomi (W. Hardani (ed.); 4th ed.). Penerbit Erlangga.
Latan, H., & Ghozali, I. (2002). Partial Least Square, Konsep, Teknik dan Aplikasi Smart PLS 2.0. M3. Badan Penerbit: Universitas Dipenogoro.
Liputan6. (2021). Cara Uji Validitas Data dalam Penelitian, Pelajari Langkah-langkahnya. [Online] Tersedia: https://www.liputan6.com/hot/read/4673926/cara-uji-validitas-data-dalam-penelitian-pelajari-langkahlangkahnya [1 Juni 2024]
Liputan6. (2022). Cerita Platform Spotify Bisa Bertahan dan Jadi No. 1 Platform Streaming Musik Dunia. [Online] Tersedia: https://www.liputan6.com/bisnis/read/5123041/cerita-platform-spotify-bisa-bertahan-dan-jadi-no-1- platform-streaming-musik-dunia [1 Juni 2024]
Maia, F. C., Estanislau de S. S., & Belandia da C. G., (2023). The Effect of Product Quality and Service Quality on Purchasing Decisions Through Corporate Image as Mediation Variable. Timor-Leste Journal of Business and Management, 5 (1), 68-80. Reviewed from Timor-Leste Journal of Business and Management Database.
Mauliyana, T. & Ama S. (2019). Pengaruh Bauran Pemasaran Terhadap Proses Keputusan Pembelian Pada Marketplace Shopee. E-Proceeding of Management, 6, (2), 2355-9357. Reviewed from Telkom University Database.
Muhammad, Y. (2022). ANALISA PENGARUH HARGA, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK MINAT PEMBELIAN ULANG PELANGGAN AM FASHION (Doctoral dissertation, Universitas Widya Dharma).
Nandasari, V. A. & Ama S. (2021). Pengaruh Brand Image, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Korea Melalui Beauty Vlogger. e-Proceeding of Management, 8, (6), 7752-7769. Reviewed from Telkom University Database
Nisa, R. H., Dini R.,& Rudin. (2022). Pengaruh Harga, Kepercayaan dan E-Service Quality terhadap Keputusan Konsumen Membeli Barang Online. Jurnal Kolaboratif Sains,05 (06), 320-332. Reviewed from Jurnal Kolaboratif Sains Database
Perpustakaan Panca Budi (2023) (Online) Tersedia: https://perpustakaan.pancabudi.ac.id/dl_file/penelitian/19821_2_BAB_II.pdf [19 Oktober 2023]
Putri, I. M., & Dyah R. (2022). Pengaruh Harga, Kualitas Pelayanan, dan Kepercayaan Terhadap Keputusan Pembelian di E-Commerce
Putri, Vanya Karunia Mulia. (2022). Model Perilaku Konsumen Menurut Kotler: Bagan dan Penjelasannya. [Online].
Tersedia: https://www.kompas.com/skola/read/2022/01/13/120000969/model-perilaku-konsumen-menurutkotler--bagan-dan-penjelasannya [2 Desember 2023]
R, P. Suryo. (2023). Spotify jadi Layanan Streaming Musik Pertama yang Lampaui 200 juta Pelanggan Berbayar. [Online]. Tersedia: https://merahputih.com/post/amp/spotify-jadi-layanan-streaming-musik-pertama-yanglampaui-200-juta-pelanggan-berbayar [9 November 2023]
Rachmawati, I., Sary, F. P., & Perdani, D. R. (2016). Influence of the use of brands in a foreign language (English) on the purchase decision process of cosmetic products made in Indonesia. Pertanika J. Soc. Sci. & Hum, 24, -62.
Rahayu, Sri. (2021). Pengaruh Harga, Kepercayaan dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna E-commerce Tokopedia (Studi Kasus Pada Mahasiswa Manajemen Informatika Angkatan 2020 Universitas Mahakarya Asia PSDKU Baturaja). Journal Management, Business, and Accounting, 20 (1), 40-50. Reviewed from Academiaedu Database
Riadi, Muchlisin. (2020). Keputusan Pembelian (Pengertian, Dimensi, Jenis dan Proses Tahapan). [Online]. Tersedia: https://www.kajianpustaka.com/2020/05/keputusan pembelian-pengertian-dimensi-jenis-dan-proses-tahapan pembelian.html?m=1#google_vignette [7 Desember 2023]
Rita, Paulo., Tiago O., & Almira, F. (2019) The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Journal Elsevier, 5, 1-14. Reviewed from Elsevier Database.
Santos, J. (2003). E‐service quality: a model of virtual service quality dimensions. Managing service quality: An international journal, 13(3), 233-246. Reviewed from Emerald Database.
Sekaran, U. (2006). Metodologi Penelitian Untuk Bisnis Buku 2 (Edisi 4). Salemba Empat.
Sekaran, U., & Bougie, R. (2019). Metode Penelitian untuk Bisnis. Salemba Empat.
Sugiyono, M. (2013). Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Tran, T. A., Ngan T. P, Kien, V. P, Linh C. T. N. (2020). The Roles of Health Consciousness and Service Quality toward Customer Purchase Decision. Journal of Asian Finance, Economics and Business, 7 (8), 345–351. Reviewed from Korea Science Database.
Trianasari, N., Ariyanti, M., Mulyani, L. S. (2023). COMPARATIVE ANALYSIS OF ONLINE REVIEW PLATFORMS: IMPLICATION IN ELECTRONIC SERVICE QUALITY FOR VIDEO PLAYERS AND EDITOR APPS (YOUTUBE AND TIKTOK). The Seybold Report, 18 (12), 1533-9211. 14-41
Vedhitiya, M. (2023). Audio Streaming: Hiburan Tanpa Batas dengan Musik dan Podcast. [Online] Tersedia: https://www.marketeers.com/audio-streaming-hiburan-tanpa-batas-dengan-musik-dan-podcast/# [28 Oktober
Wati, Y. C. (2021). Implementasi Akuntansi Lingkungan Pada Cv. Wahana Sejahtera Foods Jombang (Doctoral dissertation, STIE PGRI Dewantara Jombang).
Yasmin, D., & Pratomo, T. (2023). PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 10(2), 1152-1161. Reviewed from JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Database.
Yuniartha, Lidya. (2023). Pengguna Spotify di Indonesia Tumbuh 3 Kali Lipat dalam 3 Tahun. [Online]. Tersedia: https://amp.kontan.co.id/news/pengguna-spotify-di-indonesia-tumbuh-3-kali-lipat-dalam-3-tahun [17 November 2023]
