Pandjaitan, Dorothy Rouly H. and Ambarwati, Dwi Asri Siti (2022) Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention. Academic Journal of Interdisciplinary Studies, 11 (2). pp. 355-364. ISSN 2281-4612
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Abstract
This research intends to prove the causing factors: electronic word of mouth, brand image, and trust as the determinant of the online utilizing intention of streaming music platform: Spotify Premium. Moreover, this research follows the hypothesis testing design to implement this aim. To get the samples and their response, we selected 100 people in Bandar Lampung as the candidates of users of Spotify Premium based on the snowball sampling technique through the online survey. Also, we use the structural equation model with the variance approach to examine the three proposed hypotheses. After discussing the statistical results related to the hypothesis testing, we deduce that intention to use Spotify Premium is positively affected by electronic word of mouth, brand image, and trust. Additionally, brand image has the highest size effect, followed by electronic word of mouth and trust. To attract the attention of the candidates, Spotify needs to commit to keeping its motto: Listening is everything; by creating the lyrics on the video, give feedback to the suggestion and complaints on its official social media: Instagram, Twitter, and Facebook, and keep users' data secret and compensate the consumers for any losses.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | DWI ASRI siti ambarwati |
| Date Deposited: | 10 Mar 2022 04:22 |
| Last Modified: | 10 Mar 2022 04:22 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/40055 |
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