Influence of Online Customer Satisfaction on Online Repurchase Intention Mediated by Trust: The Case of Spotify Premium Indonesia in Surabaya

Abstract

The rise of audio streaming services has made music listening the norm, and Spotify in Indonesia faces competition from global and local providers. While past studies link customer satisfaction to repurchase intent, this research delves deeper. This research will include e-trust as a mediator to explore its impact on an audio streaming service platform. Furthermore, the measured customer satisfaction in audio streaming research has been applied using unspecified factors. Thus, the researchers will add trust as a mediator and apply a specific factor proposed from a previous study of text mining from customer reviews in the relationship between customer satisfaction and repurchase intention. This research will analyze the role of online customer satisfaction towards online repurchase intention with e-trust as a mediating variable within the case of Spotify in Surabaya. Data is gathered via simple random sampling from 378 Spotify Premium Gen Z users in Surabaya. Data is then processed using partial least squared algorithm method. This research confirms the direct relationship between online customer satisfaction and the online repurchase intention of Spotify Premium users, with e-trust as a mediator. Also, this research has found online customer satisfaction in the Environment factor has the biggest contributing effect to the model.

Keywords: Repurchase intention, Customer satisfaction, E-trust, Audio streaming service, Spotify Indonesia.