PENGARUH CITRA MEREK, IKLAN, DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA APLIKASI SPOTIFY

Authors

  • Stephanie Ayu Universitas Katolik Darma Cendika
  • V. Ratna Inggawati Universitas Katolik Darma Cendika

DOI:

https://doi.org/10.32524/jkb.v22i2.1163

Keywords:

Citra merek; iklan;E-WOM; keputusan pengguna.

Abstract

Technological advancements have significantly impacted information consumption patterns, leading various information channels to modernize and adapt to user needs. Among these, radio has transitioned from a conventional audio medium to a digital platform. Digital radio, or streaming radio, allows users to access information flexibly, unrestricted by spatial and temporal limitations. This study aims to analyze the influence of brand image, advertising, and e-WOM on user decisions in choosing the digital radio application "Spotify." Using a quantitative approach, data was collected from Spotify users through an online survey. Results indicate that brand image, advertising, and e-WOM significantly impact user decisions, with brand image being the most dominant factor. Based on these findings, it is recommended that digital radio service providers enhance brand image, leverage advertising, and utilize e-WOM to retain user loyalty.

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Published

2024-10-30

How to Cite

Ayu, S., & Inggawati, V. R. . (2024). PENGARUH CITRA MEREK, IKLAN, DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA APLIKASI SPOTIFY. Jurnal Keuangan Dan Bisnis, 22(2), 241–258. https://doi.org/10.32524/jkb.v22i2.1163

Issue

Vol. 22 No. 2 (2024): Jurnal Keuangan Dan Bisnis Volume 22, Number 2, October 2024

Section

Research Articles

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Copyright (c) 2024 Stephanie Ayu

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