The Effect of Service Quality and Perceived Value on the Loyalty of Spotify-Using Students in Pontianak, with Satisfaction as an Intervening Variable

Nova Anggilia; Helman Fachri

doi:10.55927/ajabm.v5i2.37

Authors

Nova Anggilia Universitas Muhammadiyah Pontianak
Helman Fachri Universitas Muhammadiyah Pontianak

DOI:

https://doi.org/10.55927/ajabm.v5i2.37

Keywords:

Service Quality, Perceived Value, Loyalty

Abstract

This research aims to examine the influence of the level of service along with perceived value on the loyalty of students using Spotify in Pontianak using satisfaction as an intermediary variable. The research method used is an associative method with a quantitative approach. The general population of this study were students in the city of Pontianak who used the Spotify, while the research sample was 100 participants with the determination of a method called purposeful sampling with the criteria of students who had used Spotify for at least six months and aged at least 18 years. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was used in the data analysis procedure with the help of SmartPLS software. The model was tested using outer model analysis including convergence validation, discriminant validity and reliability tests; and inner model analysis including standard determining coefficient (R-Square) tests, immediate impact tests, and indirect effect tests. The findings revealed that the quality of service and perceived value had a favorable and substantial influence on Spotify customer happiness. There are positive and substantial effects of contentment and perceived value on user loyalty. The service quality does not have significant direct impact on customer devotion. Moreover, the outcome of the indirect test reveals that satisfaction plays the role of mediator in the impact of service quality and perceived quality of service on customer loyalty.

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