PENGARUH TINGKAT POPULARITAS RED VELVET DAN INTENSITAS MENONTON VIDEO CHALLENGE CHILL KILL TERHADAP TINGKAT PEMBELIAN (STREAMING) LAGU CHILL KILL DI SPOTIFY

Abstract

This study aims to determine the influence of Red Velvet's popularity level and the intensity of watching the Chill Kill challenge video on the purchase (streaming) level of the Chill Kill song on Spotify. A questionnaire survey method was used by collecting data from 100 respondents using non-probability sampling - purposive sampling with criteria of K-Pop fans and listeners aged 15-35 years. The data analysis used in this study is simple linear regression to determine whether or not there is an influence between the variables of Red Velvet's popularity level and the purchase (streaming) level of the Chill Kill song on Spotify, as well as the intensity of watching the Chill Kill challenge video and the purchase (streaming) level of the Chill Kill song on Spotify. The results of the study based on the F test and t-test show that Red Velvet's popularity level has a significant influence on the purchase (streaming) level of the Chill Kill song on Spotify, while the intensity of watching the Chill Kill challenge video also affects the purchase (streaming) level of the Chill Kill song on Spotify. The findings of this study certainly provide valuable insights for entertainment business actors in understanding the importance of brand image and the right marketing strategy in the digital era.