Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Tindatu, Chintya Julia
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
THE INFLUENCE OF EXPERIENTIAL MARKETING AND PERCEIVED VALUE ON SPOTIFY PREMIUM SUBSCRIPTION DECISIONS Tindatu, Chintya Julia; Saerang, David Paul Elia; Tumiwa, Johan Reineer
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 13 No. 04 (2025): JE. Vol. 13 No. 4
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v13i04.64749

Abstract

As music streaming becomes an integral part of daily life, Spotify stands out by offering both free and premium services. While Premium provides ad-free listening, offline downloads, and higher audio quality, many users still choose the free version. This study examines how experiential marketing and perceived value influence the decision of Generation Z in Manado to subscribe to Spotify Premium. Using a quantitative approach, data were collected from 102 respondents through questionnaires and analyzed with multiple linear regression. The results show that both experiential marketing and perceived value have a positive impact, individually and simultaneously, on purchase decisions. These findings emphasize that memorable user experiences and strong perceived benefits encourage Generation Z to upgrade from free to premium services. This research contributes to the understanding of digital subscription behavior and provides practical insights for companies in developing effective marketing strategies.   Keywords: Experiential Marketing, Perceived Value, Purchase Decision
Co-Authors David Paul Elia Saerang Tumiwa, Johan Reineer