TUNING IN TO INFLUENCE: ASSESSING THE EFFECT OF SPOTIFY’S PERSONALIZATION ON THEIR CONSUMER SATISFACTION IN THE INDONESIAN MARKET

• Main Author: Athallarachmat, Farrell
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85851
• Institution: Institut Teknologi Bandung

The research examines the effect that Spotify's personalization has on the Indonesian market in terms of algorithmic personalization, UI customization, and PMC. The analysis of the data was done by surveying 285 users of Spotify in Indonesia, and the method used for analysis was SMART PLS. The research results show that all three features of personalization enhance user satisfaction. This research lays more emphasis on the prospects of customization in improving the level of user interaction and satisfaction within the context of an online environment. Spotify should scale up its investment in features that deliver personalized encounters since they help foster high levels of satisfaction among users by protecting user privacy and data. The present study also recognizes the limitations that include the use of convenience samples and the possibility of reporting bias regarding the data.Future work is suggested to use both qualitative and quantitative approaches and examine the long-term effects of personalization on consumers' loyalty and their level of satisfaction to examine the drawbacks and benefits of personalization, its effect on consumers, and its implications of user data collection and use.