The Influence of Spotify Premium Advertisements on the Purchase Intention of Students at Bandung State Polytechnic
Abstract
This study aims to assess the impact of Spotify Premium advertisements on the purchasing interest of students at Bandung State Polytechnic, Indonesia. The method employed is quantitative descriptive, utilizing a questionnaire as the data collection tool. The respondents consist of 100 students from Bandung State Polytechnic, Indonesia who use Spotify as their music streaming platform. Data analysis involves techniques such as frequency analysis and simple regression. The research findings indicate that Spotify Premium advertisements have a 35.4% influence on the purchasing interest of students, while the remaining 64.6% is influenced by other variables not explored in this study.
References
Bhutta, N., & Ringo, D. (2021). The effect of interest rates on home buying: Evidence from a shock to mortgage insurance premiums. Journal of Monetary Economics, 118, 195-211.
Chaniago, H., & Efawati, Y. (2022). The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions. International Journal of Business and Globalisation, 30(2), 187-206. https://doi.org/10.1504/IJBG.2022.122664
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital, PT.
Chaniago, H., & Efawati, Y. (2024). Individual Innovative Behavior Model: The Role of Entrepreneurial Leadership in Uncertain Times. Quality-Access to Success, 25(202). https://doi.org/10.47750/QAS/25.202.19
Chaniago, H. (2023). Investigation of entrepreneurial leadership and digital transformation: Achieving business success in uncertain economic conditions. Journal of technology management & innovation, 18(2), 18-27.
Das, S., Mondal, S. R., Sahoo, K. K., Nayyar, A., & Musunuru, K. (2018). Study on impact of socioeconomic makeup of Facebook users on purchasing behavior. Revista Espacios, 39(33).
Efawati, Y., & Hermawan, N. J. (2020). Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications. International Journal Administration, Business & Organization, 1(2), 28-37. https://doi.org/10.61242/ijabo.20.35
Efawati, Y., Ahman, E., & Chaniago, H. (2021, September). The effect of entrepreneurial leadership on firm innovation through innovative work behavior. In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) (pp. 188-194). Atlantis Press. https://doi.org/10.2991/aebmr.k.210831.037
Efawati, Y., & Harmon, H. (2018). The Strategies of Small Business in Floriculture Industry. In of the 2nd Global Conference on Business, Management and Entrepreneurship (GCBME 2017)-Increasing Management Relevance and Competitiveness (pp. 118-124). https://doi.org/10.5220/0007115801180124
Haider, Tashrifa & Shakib, Shadman. (2017). “A Study On The Influences of Advertisement On Consumer Buying Behavior”. Research Article: 2017 Vol: 9 Issue: 1. Business Studies Journal (Print ISSN: 1944-656X; Online ISSN: 1944- 6578).
Hamidah, N. (2017). Pengaruh Daya Tarik Iklan, Kreativitas Iklan, dan Kredibilitas Endorser Terhadap Keputusan Pembelian Pasta Gigi Pepsodent. Jurnal Simki- Economi, 1, 1-14.
Irfania, N. (2022). Factors influencing the online buying interest of SMEs Food and Beverage Products. Studies on the people of West Bandung Regency, Indonesia Faktor yang mempengaruhi minat beli online Produk Makanan dan Minuman UKM. Studi pada masyarakat Kabupaten Bandung Barat, Indonesia. International Journal Administration, Business and Organization (IJABO) |, 3(1), 41–52. https://ijabo.a3i.or.id
Jacob, A. A., Lapian, S. J., & Mandagie, Y. (2018). Pengaruh Daya Tarik Iklan dan Citra Produk Terhadap Keputusan Pembelian Produk Chitato Chips Pada Mahasiswa FEB UNSRAT. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen,Bisnis dan Akuntansi, 6(2).
Juliani, R.D. (2017). PEMILIHAN MEDIA IKLAN BAGI ORGANISASI BISNIS.
In Majalah Ilmiah Inspiratif (Vol. 2).
Mediana. (2017). Retrieved September 17, 2023, from Kompas.id: https://www.kompas.id/baca/ekonomi/2017/06/15/industri-digital-sebanyak-84-persen- pengguna-spotify-berusia-15-34-tahun
Munandar, A., & Efawati, Y. (2020). Identification on Brand Loyalty (Study on Honda motorcycle namely Mega Pro). International Journal Administration, Business & Organization, 1(1), 25-31. https://doi.org/10.61242/ijabo.20.21
Mulyadi, R. D. R., & Efawati, Y. (2024). Understanding Consumer Minds: How Psychological Aspects Drive E-commerce Purchases. International Journal Administration, Business & Organization, 5(3), 15-23. https://doi.org/10.61242/ijabo.24.359
Nurain, A., Chaniago, H., & Efawati, Y. (2024). Digital Behavior and Impact on Employee Performance: Evidence from Indonesia. Journal of Technology Management & Innovation, 19(3), 15-27. http://dx.doi.org/10.4067/S0718-27242024000300015
Naue, A.S, Kalangi, J. A., & Mukuan, D. D. (2021). Pengaruh Harga dan Promosi terhadap Minat Beli pada Aplikasi Spotify (Studi Kasus pada Konsumen Spotify di Kota Manado). Vol.2 No.2.
Panggabean, A. D., & Fadhilah, M. F. (2022). Analisis Pelayanan Terhadap Minat dan Kepuasan Konsumen. Studi pada makanan jalanan di Area Sudirman, Bandung, Indonesia. International Journal Administration, Business and Organization (IJABO). https://ijabo.a3i.or.id
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment.
Marketing Intelligence & Planning.
Ridwan, P. P. (2023). Retrieved September 16, 2023, from Goodstats.id: https://goodstats.id/article/revenue-pasar-streaming-musik-mencuat-naik-spotify-punya- subscribers-terbanyak-qv1Kf
Rusly, M. H. A., & ND, M. F. (2020). Mekanisme Pembayaran Royalti Lagu Dan Musik Dalam Aplikasi Streaming Musik. Media of Law and Sharia, 1(2), 81–94. https://doi.org/10.18196/mls.v1i2.8344 Santoso, E. D., & Larasati, N. (2019). Benarkah Iklan Online Efektif Untuk Digunakan
Dalam Promosi Perusahaan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 13(1), 28–36. https://doi.org/10.32812/jibeka.v13i1.99
Rachman, A., Efawati, Y., & Anmoel, J. T. (2024). Understanding The Role Of Fomo (Fear Of Missing Out) In Impulse Purchase For Smes. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 6(2), 117-134.
Rifathurrahman, R. F., Chaniago, H., & Efawati, Y. (2024). The Effect of E-Service Quality on Repurchase Interests of The Online Shopping Shopee Indonesia. Jurnal Ekonomika dan Manajemen, 13(1), 8-25.
Shiratina, A., Indika, D. R., Komariyah, I., Kania, D., Solihin, E. H., Kunci, K., Online, I., Online, P., Minat, D., & Konsumen, B. (2020). Pemasaran Online Melalui Penerapan Iklan Secara Digital. In Jurnal Sain Manajemen (Vol. 2, Issue 1). http://ejurnal.ars.ac.id/index.php/jsm/index
Spotify. (2023). Retrieved September 16, 2023, from Spotify.com: https://support.spotify.com/id- id/article/what-is-spotify/
Sulastri, D.S., (2022). The Effect of Service Quality on Repurchase Interest at Mie Gacoan Restaurant in Bandung, Indonesia. International Journal Administration, Business and Organization (IJABO) |, 3(2), 43–51. https://ijabo.a3i.or.id
Syafrinaldi, I., & Chaerowati, D. L. (2018). Hubungan Iklan Aplikasi Spotify dengan Minat Beli Mahasiswa.
Tambunan, B., Sihombing, H., Doloksaribu, A., & Muda, I. (2018). The effect of security transactions, easy of use, and the risk perceeption of interest online buying on the e-commerce tokopedia site (Study on Tokopedia. id site users in Medan city). InIOP Conference Series: Materials Science and Engineering (Vol. 420, No. 1, p. 012118). IOP Publishing.
Voigt, K.-I., Buliga, O., & Michl, K. (2017). Passion for Music: The Case of Spotify. In Business Model Pioneers, Management for Professionals (pp. 143–155). https://doi.org/10.1007/978-3-319- 38845-8_12
Wahyono. (2023). Retrieved Oktober 12, 2023, from Sindonews.com: https://edukasi.sindonews.com/read/1151795/211/10-politeknik-negeri-favorit-di-indonesia- lulus-cepat-dapat-kerja-168931125
Copyright (c) 2026 Giovanni Azel
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
