PENGARUH USER INTERFACE DAN PERCEIVED VALUE TERHADAP CUSTOMER SATISFACTION MELALUI CUSTOMER EXPERIENCE PADA PENGGUNA PLATFORM SPOTIFY

This study aims to analyze the effect of user interface and perceived value on customer satisfaction mediated by customer experience among Spotify platform users in Indonesia. This study uses a quantitative approach with an online questionnaire survey method distributed to 160 respondents who are Spotify platform users aged 17-30 years in Indonesia. The sampling technique uses purposive sampling and data analysis use the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the help of SmartPLS 4.0 software. The results show that user interface and perceived value have a positive and significant effect on customer satisfaction. Analysis of the mediating role shows that customer experience significantly mediates the perceived influence significantly mediates the perceived value on customer satisfaction, while the mediation of customer experience on user interface on customer satisfaction is not significant.. These findings reinforce that user experience plays an important role in creating customer satisfaction on digital platform such as Spotify.