Open AccessElectronic Word of Mouth, Brand Image, Trust and Online Utilization Intention
Author(s) -
Dorothy Rouly H. Pandjaitan,
Artaditya Kosasi,
Dwi Asri Siti Ambarwati,
Bram Hadianto
Publication year - 2022
Publication title -
academic journal of interdisciplinary studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.148
H-Index - 5
eISSN - 2281-3993
pISSN - 2281-4612
DOI - 10.36941/ajis-2022-0057
Subject(s) - brand image , advertising , snowball sampling , commit , word of mouth , variance (accounting) , active listening , structural equation modeling , computer science , social media , lyrics , purchasing , psychology , internet privacy , marketing , world wide web , business , mathematics , statistics , economics , database , accounting , communication , management , machine learning
This research intends to prove the causing factors: electronic word of mouth, brand image, and trust as the determinant of the online utilizing intention of streaming music platform: Spotify Premium. Moreover, this research follows the hypothesis testing design to implement this aim. To get the samples and their response, we selected 100 people in Bandar Lampung as the candidates of users of Spotify Premium based on the snowball sampling technique through the online survey. Also, we use the structural equation model with the variance approach to examine the three proposed hypotheses. After discussing the statistical results related to the hypothesis testing, we deduce that intention to use Spotify Premium is positively affected by electronic word of mouth, brand image, and trust. Additionally, brand image has the highest size effect, followed by electronic word of mouth and trust. To attract the attention of the candidates, Spotify needs to commit to keeping its motto: Listening is everything; by creating the lyrics on the video, give feedback to the suggestion and complaints on its official social media: Instagram, Twitter, and Facebook, and keep users' data secret and compensate the consumers for any losses.
Received: 25 October 2021 / Accepted: 3 February 2022 / Published: 5 March 2022