PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY SPOTIFY: Studi Pada Generasi Z di Kota Bandung

Rita Rosinta, - and Asep Miftahuddin, - and Eka Surachman, - (2025) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY SPOTIFY: Studi Pada Generasi Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini dilatarbelakangi oleh berbagai tantangan yang dihadapi Spotify dalam mempertahankan loyalitas pengguna, khususnya Generasi Z di Kota Bandung, di tengah persaingan ketat, kemiripan fitur antar platform, dominasi pengguna freemium, serta keluhan terhadap kualitas layanan. Penelitian ini bertujuan untuk mengetahui gambaran serta menganalisis pengaruh brand image dan brand trust terhadap brand loyalty pengguna Spotify. Pendekatan yang digunakan adalah kuantitatif dengan metode deskriptif dan eksplanatori. Data diperoleh melalui survei online terhadap 250 responden Generasi Z pengguna Spotify di Kota Bandung, dan dianalisis menggunakan teknik Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa brand image dan brand trust berpengaruh positif dan signifikan terhadap brand loyalty. Temuan ini mengindikasikan bahwa persepsi positif terhadap brand image serta tingkat brand trust yang tinggi mampu mendorong loyalitas dan rekomendasi pengguna. Oleh karena itu, penguatan brand image dan brand trust menjadi strategi penting bagi Spotify untuk mempertahankan keunggulan kompetitifnya. This study is motivated by various challenges faced by Spotify in maintaining user loyalty, particularly among Generation Z in Bandung City, amidst intense competition, feature similarities across platforms, the dominance of freemium users, and user complaints regarding service quality. This research aims to identify and analyze the influence of brand image and brand trust on the brand loyalty of Spotify users. A quantitative approach was employed, using descriptive and explanatory methods. Data were collected through an online survey involving 250 Generation Z respondents who use Spotify in Bandung, and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique with the SmartPLS 3.2.9 software. The findings indicate that brand image and brand trust have a positive and significant effect on brand loyalty. These results suggest that a positive perception of brand image and a high level of brand trust can enhance user loyalty and increase their likelihood of recommending the platform. Therefore, strengthening brand image and brand trust is a crucial strategy for Spotify to maintain its competitive advantage.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=Y8V8YbIAAAAJ ID Sinta Dosen Pembimbing: EKA SURACHMAN: 0004067707 ASEP MIFTAHUDDIN:6750370
Uncontrolled Keywords:	Brand Image, Brand Trust, Brand Loyalty, Spotify Brand Image, Brand Trust, Brand Loyalty, Spotify
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Rita Rosinta
Date Deposited:	29 Sep 2025 06:08
Last Modified:	29 Sep 2025 06:08
URI:	http://repository.upi.edu/id/eprint/140939

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