Analisis Faktor Niat Berlangganan Ulang dan Rekomendasi Spotify Premium pada Generasi Z Menggunakan Model UTAUT2

Hawa Shabilla Fanfa; Anita Wulansari; Tri Puspa Rinjeni

doi:10.30872/atasi.v5i2.4608

Authors

Hawa Shabilla Fanfa University of Pembangunan Nasional Veteran Jawa Timur
Anita Wulansari University of Pembangunan Nasional Veteran Jawa Timur
Tri Puspa Rinjeni University of Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.30872/atasi.v5i2.4608

Keywords:

Spotify Premium, Generasi Z, UTAUT2, Niat Perilaku, SEM-PLS

Abstract

Penelitian ini bertujuan menganalisis faktor yang memengaruhi niat berlangganan ulang dan merekomendasikan Spotify Premium pada Generasi Z di Indonesia menggunakan model UTAUT2 yang diperluas. Metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 413 responden Generasi Z yang pernah berlangganan Spotify Premium. Data dianalisis menggunakan SEM-PLS melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa performance expectancy, effort expectancy, social influence, hedonic motivation, habit, dan price value berpengaruh positif signifikan terhadap behavioral intention. Perceived freemium-premium fit dan personalisation berpengaruh negatif signifikan terhadap behavioral intention. Facilitating conditions, involvement and interest, serta attitude towards piracy tidak berpengaruh signifikan. Selain itu, behavioral intention dan personalisation berpengaruh positif signifikan terhadap behavioral intention to recommend. Temuan ini menunjukkan bahwa manfaat layanan, kemudahan, pengalaman menyenangkan, kebiasaan, dan persepsi nilai menjadi faktor utama dalam mendorong keberlanjutan langganan Spotify Premium. Penelitian ini diharapkan memberi kontribusi teoritis dan praktis bagi pengembangan strategi retensi pelanggan layanan digital

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