Deril, Ferlyana (2025) Pengaruh Brand Image dan Promosi Terhadap Minat Beli Pada Penggunaan Aplikasi Spotify Studi Kasus Mahasiswa Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze influence Brand Image and Promotion on /purchasing interest in using the Spotify application. Case study of students at the Islamic University of Riau. The advancement of technology has shifted music consumption from analog to digital, with streaming applications like Spotify leading the change. By the end of December 2023, Spotify reported 602 million monthly active users, demonstrating significant growth in the digital music market. The platform has successfully established a strong brand image and is recognized as the largest music streaming service globally. Research indicates that brand image and promotional strategies positively influence the purchasing interest of users, particularly among university students. This study employs quantitative research methods to assess the relationship between brand image, promotions, and user interest in Spotify among students at Universitas Islam Riau, revealing influential factors that encourage impulsive buying decisions.

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