Analysis of Factors Influencing the Decision to Resubscribe to Spotify Premium Using Binary Logistic Regression Method

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Published: Apr 2, 2025
DOI: https://doi.org/10.56799/jceki.v4i3.8107
Keywords:
Spotify Premium, Resubscribe, Regresi Logistik Biner, Musik Streaming Digital

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Indah Nur Syamsi Aguston
Universitas Bakrie
Jerry Heikal
Universitas Bakrie

Abstract

Keputusan untuk kembali berlangganan (resubscribe) layanan Spotify Premium merupakan tantangan yang menarik untuk dianalisis, terutama dalam memahami faktor-faktor yang memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk mengidentifikasi faktor- faktor utama yang memengaruhi keputusan resubscribe Spotify Premium menggunakan pendekatan Marketing 8P (Product, Price, Place, Promotion, People, Process, Physical Evidence, dan Partnership) sebagai kerangka analisis. Metode penelitian yang digunakan adalah regresi logistik biner dengan bantuan perangkat lunak SPSS. Data dikumpulkan melalui survei terhadap 102 konsumen Spotify yang dipilih secara acak. Variabel independen meliputi berbagai aspek seperti kualitas audio, fitur, promosi, harga, dan kemitraan, sementara variabel dependen adalah keputusan pembelian ulang. Data survei diolah menggunakan Microsoft Excel, dinormalisasi, dan variabel berbentuk teks seperti "YA" dan "TIDAK" dikonversi menjadi nilai biner (1 dan 0). Hasil penelitian menunjukkan bahwa faktor yang berpengaruh signifikan terhadap keputusan pembelian ulang adalah kualitas audio Spotify yang memuaskan dan paket bundling dengan provider telekomunikasi. Faktor lainnya tidak memiliki pengaruh signifikan terhadap keputusan pembelian ulang. Berdasarkan analisis terhadap 102 responden, model regresi logistik berhasil memprediksi bahwa sebanyak 99 konsumen akan melakukan pembelian ulang dan 3 konsumen tidak akan melakukannya, dengan tingkat akurasi model sebesar 86,3%. Penelitian ini memberikan wawasan penting bagi Spotify dan penyedia layanan serupa untuk memfokuskan strategi pemasaran pada kualitas layanan dan kemitraan strategis guna meningkatkan retensi pelanggan.

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How to Cite
Indah Nur Syamsi Aguston, & Jerry Heikal. (2025). Analysis of Factors Influencing the Decision to Resubscribe to Spotify Premium Using Binary Logistic Regression Method. J-CEKI : Jurnal Cendekia Ilmiah, 4(3), 1816–1827. https://doi.org/10.56799/jceki.v4i3.8107
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Vol. 4 No. 3: April 2025
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Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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