Pengaruh Persepsi Konsumen terhadap Keputusan Penggunaan Spotify di Tengah Gerakan Boikot pada Gen Z

Abstract

The boycott movement against multinational companies has influenced consumer behavior, including the use of digital services. Spotify, as a global music streaming platform, has become the subject of ethical evaluation amid boycott campaigns on social media. This study aims to examine the effect of consumer perception on Spotify usage decisions among Generation Z. A quantitative approach with a survey method involved 96 Generation Z respondents who used Spotify and were aware of the boycott issue. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, simple linear regression, and hypothesis testing. The results indicate that all instruments were valid (r = 0.809-0.871) and reliable (Cronbach's Alpha X = 0.868; Y = 0.764). Simple linear regression analysis revealed that consumer perception has a positive and significant effect on Spotify usage decisions (? = 0.592; p < 0.05). The coefficient of determination (R² = 0.467) indicates that consumer perception explains 46.7% of the variation in usage decisions. These findings suggest that consumer perception plays a crucial role in determining digital service usage decisions, even amid social pressure from boycott movements. For Generation Z, functional value and user experience remain more influential than corporate ethical issues in shaping their consumption decisions.