Noor, Granitailmin Nafiah and Ngatno, Ngatno (2026) THE INFLUENCE OF E-SERVICE QUALITY AND PERCEIVED VALUE ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS MEDIATION VARIABLE ( STUDY ON SPOTIFY CUSTOMER IN SEMARANG). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

Spotify is one of the world's leading music streaming platforms, recognized
for its personalized recommendation system, user-oriented digital services, and
extensive music library. However, recent criticism regarding AI-generated content,
particularly related to Spotify Wrapped and the perceived decline of personalized
user experiences, has raised concerns about customer satisfaction and loyalty. This
study aims to examine the influence of E-Service Quality and Perceived Value on
Customer Loyalty through Customer Satisfaction as a mediating variable among
Spotify users in Semarang.
The research employed an explanatory quantitative approach using
questionnaire-based data collection through Google Forms. The sample consisted
of 100 respondents selected using purposive sampling. The criteria included
individuals aged 17 years and above, residing in Semarang either permanently or
temporarily, and having used Spotify at least twice within the previous six months.
Data were analyzed using Partial Least Squares Structural Equation Modeling
(PLS-SEM) through SmartPLS.
The results indicate that E-Service Quality has a positive but insignificant
effect on Customer Loyalty, while positively and significantly influencing
Customer Satisfaction. Perceived Value positively and significantly affects both
Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction
positively influences Customer Loyalty and fully mediates the relationship between
E-Service Quality and Customer Loyalty, while partially mediating the relationship
between Perceived Value and Customer Loyalty. These findings suggest that
customer loyalty is primarily maintained through perceived value and customer
satisfaction rather than service quality alone.
Keyword: E Service Quality, Perceived Value, Customer Satisfaction, Customer
Loyalty.
126 Administrasi Bisnis 2026

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