The Influence of Service Quality, Price, and Customer Satisfaction in Building Customer Loyalty Using Paid Music Service Applications (Case Study on the Spotify Application)

Abstract

Paid music service application is a platform where one can listen to music online. The purpose of this study is to examine the effect of service quality, price, and customer satisfaction on customer loyalty in using paid music service applications. Respondents from this study amounted to 256 users who live in the Jabodetabek area. This study uses a quantitative method with a purposive sampling technique through online questionnaires that have been distributed. Research data processing uses IBM SPSS (Statistical Package for Social Sciences) and AMOS (Analysis of a Moment Structures) applications. The results of this study indicate that the overall probability value is ≥ 0.05, concluding that service quality, price, and customer loyalty have a positive and significant effect on customer loyalty in using paid music service applications.