In the digital era, music streaming services have become an inseparable part of everyday life, offering users easy access to diverse music content. Among these platforms, Spotify Premium has established itself as a leading service due to its ad-free listening, personalized recommendations, and high-quality audio. However, retaining users and encouraging continuous subscription remain critical challenges for streaming providers. This study aims to analyze the influence of customer experience (X1) and brand trust (X2) on repurchase intention (Y) among Spotify Premium users. A quantitative, explanatory research design was employed, with data collected through a census of 50 D-IV Marketing Management students at the State Polytechnic of Malang during the 2024/2025 academic year. Data analysis revealed that both customer experience and brand trust significantly and positively affect repurchase intention, jointly explaining 62.8% of the variance. These findings highlight specific improvement opportunities in enhancing sensory experience, strengthening technical reliability, and improving access to information. Furthermore, optimizing interface design and fostering community engagement may enhance loyalty among subscribers. The study contributes to marketing literature by emphasizing the role of experiential and relational factors in digital subscription services. Future research is recommended to expand the sample population and integrate additional variables, such as perceived value and switching barriers, for broader generalization.
Noistataka et al. (2025) studied this question.