<![CDATA[Intensifying competition in the digital music streaming market compels Spotify to retain customers by strengthening its brand characteristics and brand perception. This study aims to analyze the influence of brand characteristics and brand perception on the loyalty of Spotify Premium customers in the Greater Malang area. A quantitative approach was employed, utilizing a survey of 90 Spotify Premium users selected through purposive sampling. Data were collected via online questionnaires and analyzed using SPSS through a series of statistical tests, including instrument testing, classical assumption testing, multiple linear regression, hypothesis testing, and the coefficient of determination. The results indicate that brand characteristics and brand perception have a positive and significant impact on customer loyalty, both individually and simultaneously. An Adjusted R-square value of 0.831 demonstrates that these two variables explain 83.1% of the variation in customer loyalty within the study sample. These findings underscore the importance of consistent brand characteristics and the cultivation of positive perceptions in retaining Spotify Premium customers in a consistent and sustainable manner amidst market competition.]]>
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