Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention

This research intends to prove the causing factors: electronic word of mouth, brand image, and trust as determinant online utilizing intention streaming music platform: Spotify Premium. Moreover, this follows hypothesis testing design implement aim. To get samples their response, we selected 100 people in Bandar Lampung candidates users Premium based on snowball sampling technique through survey. Also, use structural equation model with variance approach examine three proposed hypotheses. After discussing statistical results related testing, deduce that is positively affected by trust. Additionally, image has highest size effect, followed mouth attract attention candidates, needs commit keeping its motto: Listening everything; creating lyrics video, give feedback suggestion complaints official social media: Instagram, Twitter, Facebook, keep users' data secret compensate consumers for any losses.
 
 Received: 25 October 2021 / Accepted: 3 February 2022 Published: 5 March