| dc.description.abstract | A highly rapid development of the internet has led to disruptive innovation
which has a significant effect on various aspect of life, one of which is the world
of entertainemtn, especially the music industry. A disruptive innovation itself can
interpreted as new innovations to face competitors by creating product and
service innovations that have never existed before. Consumption pattern for
people in enjoying music are currently shifting as rapid technologival advances
also affect the music industry in Indonesia which makes massive changes in music
releases, from originally a physical form, such as CDs and cassettes, shifts to
digital. Thus, music streaming application providers are required to continue to
provide the best service as well as innovations and promotions that attract
customers to subscribe premium music streaming services. It is known that the
ease of use of the application, brand awareness and free trial features can attract
customers to buy premium services for a music streaming application, in the
research is Spotify. The objective of the research is to analyze effects of ease of
use, brand awareness and freemium business model on the purchase interest of
Spotify among users in Medan. This is an associative research type with a
quantitative approach and the population is all customers who have used the
Spotify streaming service in Medan with a total sample of 100 respondents. The
research uses an incidental sampling method. The data are analyzed through
Multiple Linear Regression Analysis using the SPSS program. The research
results indicate that ease of use has a positive and significant effect on purchase
interest, brand awareness has a positive and significant effect on purchase
interest, the freemium business model has a positive and significant effects on
purchase interest; furthermore, ease of use, brand awareness and the freemium
business model have a simultanieous effects purchase interest. | en_US |
