Pengaruh Nilai yang Dirasakan terhadap Minat Beli Ulang pada Pengguna Spotify Premium yang Dimediasi Kepuasan Pelanggan

Zacky Hikmah; Andi Mustika Amin; Rahmat Riwayat Abadi; Muhammad Ilham Wardhana Haeruddin; Ilma Wulansari Hasdiansa

doi:10.59059/mutiara.v4i4.3522

Authors

Zacky Hikmah Universitas Negeri Makassar
Andi Mustika Amin Universitas Negeri Makassar
Rahmat Riwayat Abadi Universitas Negeri Makassar
Muhammad Ilham Wardhana Haeruddin Universitas Negeri Makassar
Ilma Wulansari Hasdiansa Universitas Negeri Makassar

DOI:

https://doi.org/10.59059/mutiara.v4i4.3522

Keywords:

Customer Satisfaction, Perceived Value, Repurchase Intention, Spotify, Streaming Services

Abstract

This study aims to determine the effect of perceived value on repurchase intention among Spotify Premium users, with customer satisfaction serving as a mediating variable. The research was conducted on students of the Management Study Program, Faculty of Economics and Business, Universitas Negeri Makassar, class of 2022, who had previously used Spotify Premium services. This study employed a quantitative approach with a explanatory research design. The sampling technique used was purposive sampling, involving 120 respondents. Data were collected through questionnaires using a 1–4 Likert scale. The data analysis technique applied was Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 3 software. The results of the study indicate that: (1) perceived value has a positive and significant effect on repurchase intention among Spotify Premium users in the Management Study Program of FEB UNM class of 2022; (2) perceived value also has a positive and significant effect on customer satisfaction among Spotify Premium users in the Management Study Program of FEB UNM class of 2022; (3) customer satisfaction has a positive and significant effect on repurchase intention among Spotify Premium users in the Management Study Program of FEB UNM class of 2022; and (4) customer satisfaction is proven to mediate the effect of perceived value on repurchase intention among Spotify Premium users in the Management Study Program of FEB UNM class of 2022. These findings indicate that the higher the perceived value of Spotify Premium services, the higher the level of customer satisfaction, which in turn encourages users’ intention to renew their subscriptions.

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