PENGARUH ADVERTISEMENT DAN BUNDLING PRICE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS PADA PELAYANAN PREMIUM SPOTIFY

Abstract

This research aimed to find out the effect of advertisement and bundling Prices on purchasing decisions through brand awareness of the premium Spotify Service. The research was quantitative. The population was students of the School Of Economy Indonesia (STIESIA) Surabaya who had subscribed to Spotify Premium 3 times. Based on the Lemeshow formula it obtained 97 respondents as the sample. Moreover, the data collection technique used accidental sampling. The instrument In the data collection technique was a questionnaire. The questionnaires were Distributed to the respondents. Furthermore, the data were in the form of self-reports. The data analysis technique used multiple linear regression with the SPSS (Statistical Product and Service Solution) 29 version. The research found that both advertisement and bundling prices affected Brand awareness. Additionally, brand awareness, advertisement, and bundling Prices affected the purchasing decision. Advertisements affected purchasing Decisions through brand awareness. In addition, bundling prices affected the Purchasing decisions through brand awareness.