Pengaruh Harga, Loyalitas, Desain Produk dan Digital Marketing Terhadap Keputusan Pembelian Album K-Pop di Indonesia Melalui Website Ktown4u

Abstract

The Ktown4u website represents the development of the use of digital media for trading physical albums where Ktown4u does not provide offline media and only moves digitally through the website. This study aims to analyze the effect of price, loyalty, product design and digital marketing on album purchasing decisions on the Ktown4u website. Determination of the number of samples refers to the opinion of Hair et.al. So that a sample of 200 people was obtained which was determined by purposive sampling technique. This research includes quantitative research which will later be used to examine populations and samples. Data processing uses SmartPLS version 3.0, where the questionnaire research instrument has been tested for validity and reliability. The results of the study prove that: (1) Price has no effect on the decision to purchase K-pop albums in Indonesia through the Ktown4u website, (2) Customer loyalty both to the website and to idols has a positive effect on the decision to purchase K-pop albums in Indonesia through the Ktown4u website, (3) Design the product has a positive effect on the decision to buy K-pop albums in Indonesia through the Ktown4u website, (4) Digital marketing has no effect on the decision to buy K-pop albums in Indonesia through the Ktown4u website.