<![CDATA[The internet has become a primary need for Indonesians, including for listening to music online through platforms such as Spotify, which offers premium service. This explanatory quantitative study aims to determine the effect of perceived value, brand trust, and advertising on purchase decision for Spotify Premium service. The population of this study is all Spotify Premium users in Malang City. This study using a non-probability sampling method with purposive sampling techniques. The respondents of this study involved 160 college students in Malang City who are Generation Z, aged 17 or older, have purchased Spotify Premium service at least once, and have seen digital advertisements for this service at least once. The data, analyzed using multiple linear regression in SPSS 25, show that perceived value, brand trust, and advertising have a positive and significant influence on the purchase decision of Generation Z students in Malang City regarding Spotify Premium service. ]]>
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