Pengaruh Social Media Marketing, Bundling Price dan Electronic Word of Mouth Terhadap Keputusan Pembelian Spotify Premium Melalui Brand Awareness Sebagai Variabel Intervening

Asmarani Fairuz Zahirah; Renny Renny

doi:10.58192/ebismen.v5i1.3864

Authors

Asmarani Fairuz Zahirah Universitas Gunadarma
Renny Renny Universitas Gunadarma

DOI:

https://doi.org/10.58192/ebismen.v5i1.3864

Keywords:

social media marketing, bundling price, electronic word of mouth, brand awareness, purchase decision

Abstract

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

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