<![CDATA[The emergence of digital music streaming services has heightened rivalry among platforms in maintaining user engagement and promoting the acquisition of premium services. Spotify, as a prominent music streaming service, must cultivate a favourable brand reputation and sustain user allegiance, especially among Generation Z. This research seeks to examine the influence of Brand Image on Purchase Decisions mediated by Customer Loyalty among Spotify users in Semarang City. This research used a quantitative explanatory methodology. Data were gathered via surveys administered to 150 Generation Z participants that use Spotify and possess familiarity with Spotify Premium. Data evaluation was performed with Partial Least Squares Structural Equation Modelling (PLS-SEM) thru SmartPLS. The findings demonstrate that Brand Image exerts a positive and substantial influence on Purchase Decision, reflected by a coefficient of 0.530; Brand Image also positively and significantly impacts Customer Loyalty, with a coefficient of 0.590; furthermore, Customer Loyalty positively and significantly affects Purchase Decision, indicated by a coefficient of 0.296. Customer Loyalty further serves as a mediator for the influence of Brand Image on Purchase Decision, exhibiting an indirect impact coefficient of 0.175. These results underscore the need of enhancing brand perception and fostering customer loyalty to boost purchase choices for Spotify Premium services.]]>
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