<![CDATA[Purpose – This study aims to examine the effects of perceived value, perceived price, and brand experience on the intention of free Spotify users to subscribe to Spotify Premium. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between perceived value, perceived price, brand experience, and purchase intention. The sample consists of 160 free Spotify users selected using a non-probability purposive sampling technique. Data were collected through online questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25. Findings – The results indicate that perceived value, perceived price, and brand experience each have a positive and significant effect on the intention to purchase Spotify Premium. These findings suggest that users’ upgrade intentions are strongly influenced by the value they perceive, pricing considerations, and their overall experience with the Spotify platform. Originality/value – This study provides originality by simultaneously examining perceived value, perceived price, and brand experience as predictors of purchase intention specifically among free Spotify users. The findings offer practical value by highlighting the key psychological and experiential factors that can encourage users to upgrade to Spotify Premium, supporting more targeted marketing and service improvement strategies.]]>
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