Pengaruh Kemudahan Penggunaan, Kesadaran Merek dan Freemium Business Model terhadap Minat Beli Spotify pada Pengguna di Kota Medan

Abstract

A highly rapid development of the internet has led to disruptive innovation which has a significant effect on various aspect of life, one of which is the world of entertainemtn, especially the music industry. A disruptive innovation itself can interpreted as new innovations to face competitors by creating product and service innovations that have never existed before. Consumption pattern for people in enjoying music are currently shifting as rapid technologival advances also affect the music industry in Indonesia which makes massive changes in music releases, from originally a physical form, such as CDs and cassettes, shifts to digital. Thus, music streaming application providers are required to continue to provide the best service as well as innovations and promotions that attract customers to subscribe premium music streaming services. It is known that the ease of use of the application, brand awareness and free trial features can attract customers to buy premium services for a music streaming application, in the research is Spotify. The objective of the research is to analyze effects of ease of use, brand awareness and freemium business model on the purchase interest of Spotify among users in Medan. This is an associative research type with a quantitative approach and the population is all customers who have used the Spotify streaming service in Medan with a total sample of 100 respondents. The research uses an incidental sampling method. The data are analyzed through Multiple Linear Regression Analysis using the SPSS program. The research results indicate that ease of use has a positive and significant effect on purchase interest, brand awareness has a positive and significant effect on purchase interest, the freemium business model has a positive and significant effects on purchase interest; furthermore, ease of use, brand awareness and the freemium business model have a simultanieous effects purchase interest.