<![CDATA[This study examines whether perceived value, social media engagement, and Korean culture shape customer loyalty among Spotify Premium users and evaluates customer satisfaction as a mediating mechanism. A quantitative explanatory design was applied to 171 Millennial and Generation Z users in Banjarmasin selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed with Partial Least Squares Structural Equation Modeling in SmartPLS 4. The results show that perceived value, social media engagement, and Korean culture do not directly influence customer loyalty. Perceived value and social media engagement have positive and significant effects on customer satisfaction, whereas Korean culture does not. Customer satisfaction has a positive and significant effect on customer loyalty and fully mediates the relationships of perceived value and social media engagement with loyalty. It does not mediate the relationship between Korean culture and loyalty. These findings position satisfaction as the principal route through which platform value and digital engagement are converted into subscription loyalty. Spotify Premium should therefore prioritize consistent service value, personalization, and meaningful social media interaction rather than relying on cultural content alone to retain users.]]>
Copyrights © 2026
