Exploring Consumer Behavior and Its Impact on Spotify Customer Loyalty among Generation Z in Indonesia

Abstract : This study examines consumer behavior toward Spotify Customer Loyalty among Generation Z in Indonesia. Using a quantitative approach and SEM analysis with SmartPLS 3, the study found that consumer behavior factors, including Brand Image, Price, Digital Service Quality, and Advertising, have a significant positive influence on Purchase Decisions, which in turn have a significant positive impact on Customer Loyalty. Consumer behavior contributes 59% in the moderate category. These findings recommend that Spotify enhance its marketing strategies through engaging advertisements to strengthen customer loyalty among Generation Z in Indonesia.