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This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

This study aims to explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.