PENGARUH FAKTOR PRIBADI DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SPOTIFY PREMIUM

SILVANA ATHAYA THIFANY, . (2021) PENGARUH FAKTOR PRIBADI DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SPOTIFY PREMIUM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk : (1) mengetahui pengaruh signifikan antara faktor pribadi terhadap keputusan pembelian, (2) mengetahui pengaruh signifikan antara faktor sosial terhadap keputusan pembelian. Populasi dalam penelitian ini merupakan pengguna Spotify Premium di Jakarta, Bogor, Depok, Tangerang, Bekasi. Teknik pengambilan sampel menggunakan purposive sampling dengan sampel sebanyak 220 orang. Analisis data menggunakan IBM SPSS 22.0. Hasil penelitian menunjukan : (1) faktor pribadi berpengaruh signifikan dan terdapat hubungan positif terhadap keputusan pembelian (2) faktor sosial berpengaruh signifikan dan terdapat hubungan negatif terhadap keputusan pembelian. This study aims to: (1) determine the significant influence of personal factors on purchasing decisions, (2) determine the significant influence of social factors on purchasing decisions. The population in this study are Spotify Premium users in Jakarta, Bogor, Depok, Tangerang, Bekasi. The sampling technique used purposive sampling with a sample of 220 people. Data analysis using IBM SPSS 22.0. The results showed: (1) personal factors have a significant effect and there is a positive relationship to purchasing decisions (2) social factors have a significant effect and there is a negative relationship to purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Corry Yohana, MM ; 2). Dra. Basrah Saidani, M.Si
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10711 not found.
Date Deposited:	28 Aug 2021 17:44
Last Modified:	28 Aug 2021 17:44
URI:	http://repository.unj.ac.id/id/eprint/18058

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