Pengaruh User Experience, User Interface, dan E-Customer Relationship Management terhadap Customer Loyalty pada Pengguna Spotify Premium (Studi Kasus pada Generasi Z)

Abstract

The increasingly tight competition in the music streaming service industry forces companies to continuously innovate to improve customer loyalty, including through User Experience, User Interface, and E-Customer Relationship Management. This study aims to understand and analyze the influence of User Experience, User Interface, and E-Customer Relationship Management on customer loyalty among Spotify Premium users, focusing on Generation Z. The research is associative and uses quantitative data. The population for this study consists of Generation Z Spotify customers in the Sunggal District of Medan City. The sample size is 340 people, selected using purposive sampling criteria of having subscribed to Spotify Premium for at least 2 months, aged 12-27 years (Generation Z), and residing in the Sunggal District of Medan. The data is analyzed using multiple linear regression analysis. Statistical analysis is conducted using the SPSS for Windows software, including t-test, F-test, and the coefficient of determination (R2). This research shows that User Experience, User Interface, and E-Customer Relationship Management collectively have a significant positive impact on customer loyalty among Generation Z Spotify Premium users.