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.
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