Understanding the Influencing Factors for Online Music Streaming Services Purchase Intention

Music streaming services in Indonesia is increasing nowadays, especially Spotify. With internet users in Indonesia who listened to music through music streaming was 50.3% in the third quarter of 2022 and the average time spent by Indonesian residents on listening to music via music streaming was 97 minutes, or 1 hour and 37 minutes, per day. Online music streaming services are digital platforms that allow users to listen to music over the internet without the need to download songs or albums. These services provide a vast library of music tracks from various artists, genres, and time periods. Therefore, this study will analyze the impact Technicality, Perceived Usefulness, Perceived Enjoyment, Perceived Value, Perceived Fee, Music Affinity, and Music Piracy Awareness towards purchase intention of online music streaming services. This study used 177 respondents who used the streaming services freely or paid services and a purposive sampling technique in July 2023 in the Indonesian cities of Jakarta, Bogor, Depok, Tangerang, and Bekasi. The statistical technique for using Smart PLS to test eight hypotheses is structural equation modeling (SEM) PLS. This study shows that Technicality, Perceived Usefulness, Perceived Enjoyment, Perceived Value, and Music Piracy Awareness variables significantly impact Purchase Intention. Meanwhile, Perceived Fee and Music Piracy Awareness did not considerably affect Purchase Intention of Music Streaming Services.