<![CDATA[Purpose – This study aims to examine the effect of perceived value, brand trust, and advertising on the purchase decision of Spotify Premium services among Generation Z users in Malang City. Design/methodology/approach – This research uses a quantitative explanatory approach. The population consists of Spotify Premium users in Malang City. A total of 160 respondents were selected using a non-probability purposive sampling technique, involving college students aged 17 years and above who have purchased Spotify Premium at least once and have been exposed to its digital advertisements. Data were analyzed using multiple linear regression with SPSS 25. Findings – The results indicate that perceived value, brand trust, and advertising each have a positive and significant influence on the purchase decision of Spotify Premium among Generation Z students in Malang City. Originality/value – This study contributes to digital subscription service literature by integrating perceived value, brand trust, and advertising as key determinants of purchase decision in the music streaming industry.]]>
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