Hidayatullah, Ramadhanus (2025) Pengaruh Keunggulan Harga, Promosi Diskon, Dan Layanan Purna Jual Terhadap Niat Pembelian Santri Generasi Z Wilayah Jawa Timur Di Aplikasi Spotify. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
In the digital era, music streaming services have become an integral part of consumer entertainment, with Spotify being a dominant player in the global market. This study examines the impact of price advantage, discount promotions, and after-sales service on the purchase intention of Generation Z santri in East Java, a demographic that has unique consumer behaviors influenced by digital accessibility and financial constraints. Using a quantitative approach and Structural Equation Modeling (SEM) analysis, this research finds that pricing strategies, promotional discounts, and after-sales service significantly affect purchase intention among this segment. The findings provide valuable insights for Spotify and other digital service providers to refine their marketing strategies to better cater to Generation Z users.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RAMADHANUS HIDAYATULLAH |
| Date Deposited: | 13 Mar 2025 08:01 |
| Last Modified: | 13 Mar 2025 08:01 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13463 |
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