PENGARUH PERSEPSI HARGA DAN KUALITAS LAYANAN TERHADAP MINAT BELI ULANG SPOTIFY PREMIUM PADA KOMUNITAS LARI DI KOTA MALANG

Abstract

Digital music streaming services such as Spotify continue to gain users, yet not all users become premium subscribers, and not all premium subscribers keep their subscriptions. Repurchase intention is therefore an important indicator for subscription-based services. This study examined the effect of price perception and service quality, partially and simultaneously, on Spotify Premium repurchase intention among members of the Malang Free Runners running community in Malang City. It was explanatory research with a quantitative approach. The population consisted of 90 active community members, all of whom were included as the sample using saturated sampling. Data were collected through an online Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination with SPSS version 25. The results showed that price perception (t = 4.972; sig. 0.000) and service quality (t = 2.908; sig. 0.005) each had a positive and significant effect on repurchase intention. Both also had a positive and significant simultaneous effect (F = 50.350; sig. 0.000), with an R² of 0.536, while the remaining 46.4% was influenced by other variables outside the model. Price perception was the more dominant factor compared to service quality. These findings indicate that members’ intention to continue subscribing is influenced by how they judge the fairness of the price relative to its benefits and by the digital service quality they experience while running.