<![CDATA[Technological advancements have significantly impacted information consumption patterns, leading various information channels to modernize and adapt to user needs. Among these, radio has transitioned from a conventional audio medium to a digital platform. Digital radio, or streaming radio, allows users to access information flexibly, unrestricted by spatial and temporal limitations. This study aims to analyze the influence of brand image, advertising, and e-WOM on user decisions in choosing the digital radio application "Spotify." Using a quantitative approach, data was collected from Spotify users through an online survey. Results indicate that brand image, advertising, and e-WOM significantly impact user decisions, with brand image being the most dominant factor. Based on these findings, it is recommended that digital radio service providers enhance brand image, leverage advertising, and utilize e-WOM to retain user loyalty.]]>
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