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All Journal Ekuitas: Jurnal Pendidikan Ekonomi Ekuitas Jurnal Pnedidikan Ekonomi
Ni Luh Eni Kadeari
Universitas Pendidikan Ganesha
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Gaya Hidup dan Promosi terhadap Keputusan Pembelian Layanan “Music Spotify Premium” Studi Kasus pada Generasi Milenial di Bali Ni Luh Eni Kadeari; Komang Krisna Heryanda
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 9 No. 2 (2021)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v9i2.32533

Abstract

This study aims to test the influence of lifestyle and promotion on the decision to purchase Spotify Premium service to Millennials in Bali both simultaneously and partially. The research method used is a caesal quantitative research method. The sampling technique used is Purposive Sampling, with a total sample of 75 respondents. Data analysis techniques used are multiple linear regression analysis. Data collection instruments using questionnaires. The results of this study are: (1) Lifestyle and promotion have a significant influence on the decision to purchase Music Spotify Premium service to millennials in Bali, (2) Lifestyle has a significant influence on the decision to purchase Spotify Premium Music service to millennials in Bali, (3) Promotion has a positive and significant effect on the decision to purchase Spotify Premium Music service to millennials in Bali.
Pengaruh Gaya Hidup dan Promosi terhadap Keputusan Pembelian Layanan “Music Spotify Premium” Studi Kasus pada Generasi Milenial di Bali Ni Luh Eni Kadeari; Komang Krisna Heryanda
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 9 No. 2 (2021)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v9i2.32533

Abstract

This study aims to test the influence of lifestyle and promotion on the decision to purchase Spotify Premium service to Millennials in Bali both simultaneously and partially. The research method used is a caesal quantitative research method. The sampling technique used is Purposive Sampling, with a total sample of 75 respondents. Data analysis techniques used are multiple linear regression analysis. Data collection instruments using questionnaires. The results of this study are: (1) Lifestyle and promotion have a significant influence on the decision to purchase Music Spotify Premium service to millennials in Bali, (2) Lifestyle has a significant influence on the decision to purchase Spotify Premium Music service to millennials in Bali, (3) Promotion has a positive and significant effect on the decision to purchase Spotify Premium Music service to millennials in Bali.
Co-Authors Komang Krisna Heryanda