The Role of Online Reviews and Marketing Strategy in Shaping the Perceptions of Spotify Premium and Free Users: A Case Study of 2023

Authors

  • Amelia Kristi Herdiana Esa Putri University of Semarang, Indonesia
  • Atiq Dinna Shikha University of Semarang, Indonesia
  • Maulina Nikmatul Ulya University of Semarang, Indonesia
  • Retno Wulandari University of Semarang, Indonesia

Keywords:

Online Reviews, Marketing Strategy, Spotify, User Perception

Abstract

This study aims to explore the role of online reviews and marketing strategies in shaping user perceptions of Spotify services, both Premium and free versions. The theories that underlie this study include the Electronic Word of Mouth (eWOM) theory and the Customer Perceived Value (CPV) theory. The eWOM theory explains how online reviews influence user decisions in choosing a service, while the CPV theory emphasizes the importance of the value perceived by users of the services offered. This study uses a qualitative method with a case study approach, where data analysis is collected through in-depth interviews and online review content. The results of the study show that positive reviews have a significant impact on increasing user trust and encouraging them to switch from free to Premium services. In addition, effective marketing strategies, such as creative campaigns and freemium models, also contribute to user decisions. As a suggestion, Spotify is advised to continue to strengthen its marketing strategy through innovation features, increase user engagement through social media, and pay attention to user feedback to improve service quality.

References

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Published

2025-12-08

How to Cite

Putri, A. K. H. E., Shikha, A. D., Ulya, M. N., & Wulandari, R. (2025). The Role of Online Reviews and Marketing Strategy in Shaping the Perceptions of Spotify Premium and Free Users: A Case Study of 2023. Asian Bulletin of Digital Economics and Business, 1(2), 71–74. Retrieved from https://www.journal.uruborospublishing.com/index.php/abdeb/article/view/61

Issue

Vol. 1 No. 2: Desember 2025

Section

Articles

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License

Copyright (c) 2025 Amelia Kristi Herdiana Esa Putri, Atiq Dinna Shikha, Maulina Nikmatul Ulya, Retno Wulandari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.