PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION (Studi Layanan Premium Music Streaming Spotify pada Anggota Fanpage Facebook Spotify Indonesia) - Ikhlas Mufti Nugraha, - (2020)
Industri Music Steaming saat ini banyak dinikmati dan digemari oleh orang-orang di dunia, termasuk Indonesia. Salah satu perusahaan yang bergerak pada Industri Music Streaming adalah Spotify. Terdapat banyak persaingan yang terjadi dalam Industri Music Streaming yang mengharuskan Perusahaan berinovasi, Kreatif dan Konsisten agar Pelanggan yang menggunakan Spotify dengan status Freemium menjadi Premium agar perusahaan terus mendapat keuntungan. Repurchase Intention dapat tercipta melalui brand familiarity dan perceived quality. Penelitian ini bertujuan untuk memperoleh (1) gambaran brand familiarity, perceived quality dan repurchase intention (2) Pengaurh brand familiarity terhadap repurchase intention (3) pengaruh perceived quality terhadap repurchase intention (4) pengaruh brand familiarity dan perceived quality terhadap repurchase intention. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis yang digunakan adalah analisis Structure Equation Model (SEM) dengan menggunakan program AMOS 22 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand familiarity, perceived quality dan repurchase intention pada anggota fan page facebook Spotify indonesia berada pada kategori cukup tinggi. Brand Familiarity dan Perceived Quality memiliki pengaruh yang positif dan signifikan terhadap Repurchase Intention pada anggota fan page facebook Spotify Indonesia Namun, dalam variable tersebut masih ada dimensi yang berkontribusi rendah dalam membangun Repurchase Intention Seperti Reliability dalam Perceived quality dan Self-familiar, dengan demikian penulis merekomendasikan supaya Spotify mengatasi kemampuan Costumer care dalam melayani konsumen dan kemudahan dalam sekali penggunaan layanan premium Spotify. Kata kunci : Brand Familiarity, Perceived Quality, Repurchase Intention ABSTRACT Ikhlas Mufti Nugraha (1505230), The influence of Brand Familiarity and Perceived Quality on Repurchase Intention (Studies On Service Premium Music Streaming Spotify On Indonesia Spotify Facebook Fan Page members), Under the guidance of Prof. Dr. Agus Rahayu, M.P. and Dr. Puspo Dewi Dirgantara,S.Pd.,M.T.,M.M. Music Streaming industry is currently widely enjoyed and favored by the people in the world, including Indonesia. One of the companies engaged in the Industry of music streaming is Spotify. There is a lot of competition in the music Streaming industry that require companies to innovate, be creative and be consistent so that customers who use Spotify with the status of a Freemium into a Premium so that it continues to benefit. Repurchase Intention can be created through brand familiarity dan perceived quality. This study aimed to obtain (1) an overview of brand familiarity, perceived quality and repurchase intention (2) the Influence of brand familiarity on repurchase intention (3) the influence of perceived quality on repurchase intention (4) the influence of brand familiarity and perceived quality on repurchase intention. This type of research is descriptive verification. The method used is simple random sampling with sample size of 200 respondents. The analysis technique used is the analysis of Structure Equation Model (SEM) using the program AMOS 22 for Windows. The findings of this study indicate that the overview of the brand familiarity, perceived quality and repurchase intention on spotify's fan page facebook fan page members are on the category is quite high. Brand Familiarity and Perceived Quality has a positive and significant influence to Repurchase Intention on spotify's fan page facebook members. however, in this variable there is still a dimension that contributes low in building Repurchase Intention Such as Reliability in Perceived quality and Self-familiar, thus the author recommends that Spotify overcome the ability of Customer care in serving consumers and the ease of using Spotify premium services. Keywords : Brand Familiarity, Perceived Quality, Repurchase Intention