How Do Digital Marketing And App Ease Of Access Influence Consumer Satisfaction And Loyalty On Spotify

Abstrak

This research aims to explore the influence of digital marketing and ease of access on consumer satisfaction and loyalty in Spotify’s music streaming service, focusing on university students at Kutai Kartanegara University. Employing a quantitative design with Structural Equation Modeling (SEM) using SmartPLS version 4.1.0.6, responses from 140 students were analyzed. The findings indicate that both ease of access and digital marketing significantly and positively affect consumer satisfaction and loyalty. Furthermore, consumer satisfaction mediates the relationship between these variables and loyalty, underscoring the critical role of effective digital strategies and accessible services in strengthening customer retention. The results provide practical insights for companies in enhancing competitive advantage in the digital music industry.