The Influence of Customer Experience on The Purchase Intention of the Music Stream Application on Spotify Users in Indonesia Pepen Supriatna (1*), Ratih Hurriyati (2), Heny Hendrayati (3)
1*) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia
Abstract
Spotify ranked first with the highest market share. However, Spotify posted considerable losses. Low purchase intention is alleged to be the cause of the losses suffered by Spotify. In this case, it is hoped that improving customer experience can trigger user purchase intentions, ultimately impacting sales and profit levels. This writing aims to determine the influence of customer experience on purchase intentions in Spotify Indonesia users. Research methods in this scientific work are carried out quantitatively. The sampling technique is nonprobability, with purposive sampling as the sampling technique. Meanwhile, the number of respondents was 70 people who were domiciled in Indonesia and had used Spotify. While the data analysis technique used is simple linear regression analysis. This study^s results reveal a positive and significant influence of customer experience on purchase intentions in Spotify Indonesia users.
