Pengaruh Price, Electronic Word Of Mouth, Lifestyle dan User Experience Terhadap Customer Loyalty Layanan Streaming Music Spotify Premium (Studi Kasus Pada Gen Z Pengguna Spotify Berlangganan)

Abstract

This study aims to determine and analyze the effect of Price, Electronic Word Of Mouth, Lifestyle and User Experience on Customer Loyalty for Spotify Premium Music Streaming Services. This research is associative research with the type of data used is quantitative data. The data used in this study were obtained from distributing questionnaires. The data analysis method used is descriptive analysis and multiple linear regression analysis. The data analysis techniques used are descriptive statistical analysis and multiple linear regression analysis. The population of this study were Spotify Premium users in West Medan and Medan Kota sub-districts. The sample in this study amounted to 315 respondents. The results of this study indicate that simultaneously, Price, Electronic Word Of Mouth, Lifestyle and User Experience have a positive and significant effect on Customer Loyalty of Spotify Premium Music Streaming Service. Partially, the Price variable has a positive and significant effect on Customer Loyalty, the Electronic Word of Mouth variable has a positive and significant effect on Customer Loyalty, the Lifestyle variable has a positive and significant effect on Customer Loyalty, and the User Experience variable has a positive and significant effect on Customer Loyalty.