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PENGARUH ALTRUISM TERHADAP PURCHASE

INTENTION SPOTIFY PREMIUM DI TENGAH KAMPANYE

BOIKOT MELALUI ATTITUDE TOWARD BEHAVIOR

Kode Dokumen : 0165/FEB-MAN/2026

Penulis Utama : DIMAS FERRY SAPUTRA

NIM Penulis Utama: 22080574275

Tahun : 2026

Judul ID :

PENGARUH ALTRUISM TERHADAP PURCHASE

INTENTION SPOTIFY PREMIUM DI TENGAH KAMPANYE

BOIKOT MELALUI ATTITUDE TOWARD BEHAVIOR

Judul EN :

THE INFLUENCE OF ALTRUISM ON SPOTIFY PREMIUM

PURCHASE INTENTION DURING BOYCOTT CAMPAIGN

WITH ATTITUDE TOWARD BEHAVIOR AS A MEDIATING

VARIABLE

Sumber : UNESA - Fakultas Ekonomika dan Bisnis - Jurusan S1 Manajemen - 22080574275 - 2026

Jenis Dokumen : Skripsi

Abstrak ID : Spotify merupakan salah satu platform streaming musik terbesar di dunia yang tengah menghadapi tekanan sosial berupa kampanye boikot akibat kontroversi kebijakan distribusi royalti dan keterlibatan investasi CEO dalam industri pertahanan. Di tengah situasi ini, muncul pertanyaan mengenai bagaimana nilai- nilai moral konsumen, khususnya altruisme, memengaruhi sikap dan niat mereka untuk berlangganan layanan premium. Penelitian ini bertujuan untuk menganalisis pengaruh altruism terhadap purchase intention Spotify Premium di tengah kampanye boikot dengan attitude toward behavior sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal dan metode Partial Least Squares Structural Equation Modeling (PLS- SEM) melalui perangkat lunak SmartPLS 4. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada 107 responden pengguna Spotify non-Premium yang mengetahui kampanye boikot, menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa altruism berpengaruh positif dan signifikan terhadap attitude toward behavior, berlawanan dengan hipotesis awal yang memprediksi arah negatif. Attitude toward behavior 2terbukti berpengaruh positif dan signifikan terhadap purchase intention Spotify Premium. Altruism juga terbukti berpengaruh positif dan signifikan terhadap purchase intention secara langsung. Attitude toward behavior terbukti memediasi hubungan antara altruism dan purchase intention secara parsial dengan arah positif. Dari keempat hipotesis yang diujikan, hanya hipotesis kedua yang diterima sesuai prediksi awal. Temuan ini mengindikasikan bahwa kampanye boikot tidak cukup kuat mengubah arah pengaruh nilai altruistik konsumen, dan bahwa konsumen generasi Z cenderung memaknai berlangganan Spotify Premium sebagai wujud kepedulian terhadap musisi dan ekosistem musik digital. Kata Kunci: Altruism, Attitude Toward Behavior, Kampanye Boikot, PLS-SEM, Purchase Intention, Spotify Premium

Abstrak EN : Spotify is one of the world's largest music streaming platforms, currently facing social pressure in the form of a boycott campaign stemming from controversies surrounding its royalty distribution policies and its CEO's investment involvement in the defense industry. Amid this situation, questions arise regarding how consumers' moral values, particularly altruism, influence their attitudes and intentions to subscribe to the premium service. This study aims to analyze the influence of altruism on Spotify Premium purchase intention amid the boycott campaign, with attitude toward behavior as a mediating variable. This study employs a quantitative approach with a causal design and Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 software. Data were collected through an online questionnaire distributed to 107 non-Premium Spotify users who were aware of the boycott campaign, using a purposive sampling technique. The results indicate that altruism has a positive and significant effect on attitude toward behavior, contrary to the initial hypothesis predicting a negative direction. Attitude toward behavior is proven to have a positive and significant effect on Spotify Premium purchase intention. Altruism 4also has a positive and significant direct effect on purchase intention. Attitude toward behavior partially mediates the relationship between altruism and purchase intention in a positive direction. Of the four hypotheses tested, only the second hypothesis was accepted in accordance with the initial prediction. These findings suggest that the boycott campaign was not strong enough to reverse the direction of altruistic values on consumer behavior, and that Generation Z consumers tend to perceive subscribing to Spotify Premium as a genuine expression of concern for musicians and the digital music ecosystem. Keywords: Altruism, Attitude Toward Behavior, Boycott Campaign, PLS-SEM, Purchase Intention, Spotify Premium

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