Articles
PENGARUH BRAND EXPERIENCE, BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP BRAND LOYALTY APLIKASI STREAMING SPOTIFY (STUDI PADA GENERASI MILENIAL DI KOTA MANADO)
Published 2025-12-25
Keywords
- Brand Experience, Brand Image, E-Service Quality, Brand Loyalty, Spotify, Generasi Milenial
How to Cite
PENGARUH BRAND EXPERIENCE, BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP BRAND LOYALTY APLIKASI STREAMING SPOTIFY (STUDI PADA GENERASI MILENIAL DI KOTA MANADO). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(1), 4991-5000. https://cibjournal.com/index.php/musytari/article/view/4649
Abstract
Penelitian ini bertujuan menganalisis pengaruh brand experience, brand image, dan e-service quality terhadap brand loyalty pengguna Spotify generasi milenial di Kota Manado. Metode yang digunakan adalah pendekatan kuantitatif dengan purposive sampling pada pengguna Spotify usia 25–34 tahun, dianalisis menggunakan regresi linier berganda dengan SPSS 26. Hasil penelitian menunjukkan bahwa secara simultan ketiga variabel berpengaruh positif dan signifikan terhadap brand loyalty. Secara parsial, brand image dan e-service quality berpengaruh positif dan signifikan, sementara brand experience berpengaruh negatif namun tidak signifikan. Temuan ini menegaskan pentingnya citra merek dan kualitas layanan digital dalam membangun loyalitas pengguna Spotify.
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