Exploring Consumer Behavior and Its Impact on Spotify Customer Loyalty among Generation Z in Indonesia
Journal Title: International Journal of Current Science Research and Review - Year 2025, Vol 8, Issue 01
Abstract
This study examines consumer behavior toward Spotify Customer Loyalty among Generation Z in Indonesia. Using a quantitative approach and SEM analysis with SmartPLS 3, the study found that consumer behavior factors, including Brand Image, Price, Digital Service Quality, and Advertising, have a significant positive influence on Purchase Decisions, which in turn have a significant positive impact on Customer Loyalty. Consumer behavior contributes 59% in the moderate category. These findings recommend that Spotify enhance its marketing strategies through engaging advertisements to strengthen customer loyalty among Generation Z in Indonesia.
Authors and Affiliations
Widya Novitasari, Indrawati .
Keywords
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- EP ID EP755680
- DOI 10.47191/ijcsrr/V8-i1-43
- Views 50
- Downloads 0
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