The Influence of Brand Communication and Service Quality on Brand Loyalty Mediated by Brand Trust among Spotify Users in West Jakarta

Abstract: This study aims to analyze the effect of brand communication and service quality on brand loyalty, with brand trust as a mediating variable, among Spotify users in West Jakarta. A quantitative approach was em-ployed, and data was collected through questionnaires distributed to Spotify users. The sampling technique used was purposive sampling, and the data were analyzed using the latest version of Smart PLS software. The results indicate that brand communication has a positive and significant effect on brand trust but does not have a signif-icant direct effect on brand loyalty. Service quality has a positive and significant effect on both brand trust and brand loyalty. Furthermore, brand trust has a positive and significant effect on brand loyalty and significantly mediates the relationship between service quality and brand loyalty but does not mediate the relationship between brand communication and brand loyalty. These findings highlight the crucial role of service quality and brand trust in building user loyalty in subscription-based music streaming services such as Spotify.