THE INFLUENCE OF PERCEIVED VALUE, PERCEIVED EASE OF USE, AND SERVICE QUALITY ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION: A STUDY OF JOOX MUSIC STREAMING

Abstract

The rapid digitalization of the entertainment industry has transformed how consumers perceive, engage with, and remain loyal to music streaming platforms. This study investigates the influence of perceived value, perceived ease of use, and service quality on customer loyalty, with customer satisfaction as the mediator, within the context of the JOOX music streaming application in Indonesia. Integrating the Technology Acceptance Model (TAM), SERVQUAL, and Perceived Value Theory, this research develops a comprehensive framework that captures both cognitive and experiential dimensions of user behavior in freemium digital ecosystems. Employing a quantitative approach with Partial Least Squares– Structural Equation Modelling (PLS-SEM), data were collected from 260 active JOOX users representing Millennial and Generation Z cohorts. The findings reveal that perceived value, ease of use, and service quality each exert significant positive effects on customer satisfaction, which in turn strongly predicts loyalty intention. Furthermore, customer satisfaction demonstrates a mediating role, linking user perceptions to behavioral loyalty. The study extends existing digital loyalty literature by empirically validating an integrated theoretical model in an under-researched Indonesian context. Practically, it offers strategic insights for platform managers seeking to enhance user retention through superior service quality, simplified usability, and value-driven engagement. These results provide a timely contribution to understanding loyalty formation in technology-enabled business ecosystems.