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Muhammad Hasanur Arifin
Universitas Lambung Mangkurat

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PENGARUH BRAND IDENTITY DAN ONLINE COSTUMER REVIEW TERHADAP KEPUTUSAN BERLANGGANAN LAYANAN MUSIK STREAMING SPOTIFY PREMIUM DI KOTA BANJARMASIN Rangga Novansyah; Muhammad Hasanur Arifin; Noor Hidayati; Taharuddin
Smart Business Journal (SBJ) Vol. 5 No. 2 (2025): Juli- Desember 2025
Publisher : Business Administration, FISIP ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/sbj.v5i2.58

Abstract

The rapid advancement of digital technology has dramatically transformed the way people consume music, moving from traditional physical media to modern streaming services such as Spotify. This research carefully investigates the effect of Brand Identity and Online Customer Reviews on the decision to subscribe to Spotify Premium in Banjarmasin City, both individually and collectively. A quantitative research method with a causal explanatory design was applied. The population consists of active Spotify Premium users in Banjarmasin, with 100 respondents carefully selected through purposive sampling techniques. Data were collected using structured online questionnaires and analyzed via Multiple Linear Regression in SPSS version 27.0. Findings reveal that Brand Identity positively and significantly impacts subscription decisions. Likewise, Online Customer Reviews also have a significant positive effect. Together, both factors considerably influence the choice to subscribe. The coefficient of determination (R²) is 0.570, showing that 57% of subscription decision variance is explained by Brand Identity and Online Customer Reviews, while 43% is affected by other important factors outside the scope of this particular study. It is recommended that Spotify continue strengthening its strong visual identity and distinctive features like “Spotify Wrapped” while actively leveraging positive customer feedback to consistently support long-term user growth.
Pengaruh electronic word of mouth (e-wom) dan brand trust terhadap keputusan pembelian ms glow pada marketplace platform digital di kota Banjarmasin Nazhela Nazwa Ariyani; Muhammad Hasanur Arifin; Hairudinor; Maryono
Smart Business Journal (SBJ) Vol. 6 No. 1 (2026): Januari - Juni 2026
Publisher : Business Administration, FISIP ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/sbj.v6i1.83

Abstract

Penelitian ini bertujuan menguji pengaruh secara parsial dan simultan variabel Electronic Word of Mouth (eWOM) dan Brand Trust Terhadap Keputusan Pembelian MS Glow pada marketplace platform digital di kota Banjarmasin. Lokasi penelitian di Kota Banjarmasin. Sampel sebanyak 100 orang responden yang pernah membeli MS Glow dipilih secara accidental sampling. Analisis data menggunakan regresi linier berganda. Hasil penelitian ini membuktikan Electronic Word of Mouth (eWOM) dan Brand Trust secara parsial dan simultan berpengaruh signifikan Terhadap Keputusan Pembelian MS Glow pada marketplace platform digital di kota Banjarmasin.
Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Smartphone Merek Samsung di Kota Banjarmasin Riska Maulida Corneliani; Muhammad Hasanur Arifin; Rizki Muslim Hidayat; Nurul Wahyuni
Smart Business Journal (SBJ) Vol. 6 No. 1 (2026): Januari - Juni 2026
Publisher : Business Administration, FISIP ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/sbj.v6i1.85

Abstract

This study aims to analyze the influence of product quality and brand image on purchasing decisions of Samsung smartphone s in Banjarmasin City using a quantitative approach with an explanatory research type. The population in this study consists of people in Banjarmasin City who use Samsung smartphone s as their primary smartphone . The sample size in this study was 100 respondents. Data collection was carried out through the distribution of questionnaires to respondents who met the research criteria, and the data were analyzed using the SPSS program. The results of the study indicate that product quality has a significant effect on purchasing decisions. Brand image also has a significant effect on purchasing decisions. In addition, simultaneously product quality and brand image have a significant effect on purchasing decisions.
Co-Authors Hairudinor Maryono Nazhela Nazwa Ariyani Noor Hidayati Nurul Wahyuni Rangga Novansyah Riska Maulida Corneliani Rizki Muslim Hidayat Taharuddin