%K Brand Image, Brand Trust, Brand Loyalty, Spotify
Brand Image, Brand Trust, Brand Loyalty, Spotify
%A - Rita Rosinta
%A - Asep Miftahuddin
%A - Eka Surachman
%I Universitas Pendidikan Indonesia
%X 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.
%T PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY SPOTIFY: Studi
Pada Generasi Z di Kota Bandung
%O https://scholar.google.com/citations?hl=en&user=Y8V8YbIAAAAJ

ID Sinta Dosen Pembimbing:
EKA SURACHMAN: 0004067707
ASEP MIFTAHUDDIN:6750370
%D 2025
%L repoupi140939