Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Keuangan dan Bisnis
Ayu, Stephanie
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH CITRA MEREK, IKLAN, DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA APLIKASI SPOTIFY Ayu, Stephanie; Inggawati, V. Ratna
Jurnal Keuangan dan Bisnis Vol. 22 No. 2 (2024): Jurnal Keuangan Dan Bisnis Volume 22, Number 2, October 2024
Publisher : Catholic University Musi Charitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32524/jkb.v22i2.1163

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.
Co-Authors Inggawati, V. Ratna