Pengaruh Daya Tarik Iklan dan Citra Merek terhadap Minat Beli Layanan Premium Spotify pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Negeri Medan

Authors

  • Syahri Ramadan Cania Universitas Negeri Medan
  • T. Teviana Universitas Negeri Medan

DOI:

https://doi.org/10.30651/jms.v9i4.23596

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik iklan dan citra merek terhadap minat beli layanan premium spotify pada mahasiswa prodi manajemen fakultas ekonomi universitas negeri medan. Sampel dalam penelitian 100 responden menggunakan teknik Purposive Sampling. Teknik pengambilan data menggunakan kuesioner dengan skala likert dan diolah secara statistik menggunakan pengujian hipotesis analisis regresi berganda, uji t, uji F dan uji koefisien determinasi yang dimana data telah diuji menggunakan program SPSS 22.0 for windows. Secara parsial variabel Daya Tarik Iklan berpengaruh positif dan signifikan terhadap minat beli Layanan Premium Spotify, Citra Merek berpengaruh positif dan signifikan terhadap Minat Beli Layanan Premium Spotify. Berdasarkan hasil penelitian menunjukkan bahwa variabel Daya Tarik Iklan dan Citra Merek secara simultan berpengaruh terhadap Minat Beli.

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Published

2024-08-04

How to Cite

Cania, S. R., & T. Teviana. (2024). Pengaruh Daya Tarik Iklan dan Citra Merek terhadap Minat Beli Layanan Premium Spotify pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Negeri Medan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(4). https://doi.org/10.30651/jms.v9i4.23596

Issue

Vol. 9 No. 4 (2024)

Section

Artikel

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