PENGARUH PROMOTION MIX DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN SUBSCRIPTION APLIKASI LAYANAN STREAMING PREMIUM MUSIK SPOTIFY

Abstract

An application that is currently popular with individuals who have a hobby or like music at this time is the Spotify music streaming application. The purpose of this study was to determine the effect of promotion mix and brand image partially on the customer satisfaction of the Spotify Music Premium Streaming Service Application Subscription partially or simultaneously. This research is a quantitative study using a survey method. The sample in this study were 100 respondents who had used and downloaded the Spotify music streaming application using probability sampling techniques. Collecting data in this study is by distributing questionnaires. The analysis technique in this study uses multiple linear regression analysis. The results of the analysis in this study prove that: (1) Promotion Mix and Brand Image simultaneously affect customer satisfaction; (2) Promotion Mix partially affects customer satisfaction; (3) Brand Image partially affects Customer Satisfaction