A Uses and Gratification Approach as a Theoretical Lens on Digital Music Streaming Platform Loyalty

Music streaming platform explosive expansion has made the market more competitive. Every year, music streaming platform gain more traction in Indonesia. In 2024, 54.07% of Indonesians used the internet to access streaming services for music listening. However, to boost revenue growth, companies must continue to preserve client loyalty. Using “Uses & Gratification theory”, this study seeks to identify the elements that motivate users to stick with music streaming platforms. The data in this quantitative study was analyzed using partial least squares (PLS) and structural equation modeling (SEM). The statistical tools for the SEM PLS computation in this study were SMART PLS 4. The 435 respondents’ data was gathered by Google Forms in October 2025, taken at Greater Jakarta and other cities in Indonesia. With purposive sampling method, the respondents of people who listen to music by streaming. This study uses eight variables with eight hypotheses. The result of the study reveals that one out of eight hypotheses was not accepted. Customer Experience is influenced by Perceived Ease of Use and Perceived Enjoyment, Customer Satisfaction is influenced by Entertainment and Service Quality, and Customer Loyalty is significantly impacted by Customer Experience and Satisfaction. Customer Satisfaction is not much impacted by Social Presence.