PROPOSED GUIDANCE FOR DEVELOPING STREAMING MUSIC PLATFORM USING CONJOINT ANALYSIS

• Main Author: Aditya Affandi / 29116416, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29106
• Institution: Institut Teknologi Bandung

Today the music world has begun to shift from analog to digital era. Nowadays people no longer need to come to the store to buy cassettes or cd, but we can simply open the internet to buy music from our favorite artists on the website or just to download or streaming the songs we like from various places to listen to songs online such as Spotify, Joox, iTunes and others. Streaming music is now also popular because we are not required to buy songs but we can just by subscribing in one digital music platform. Streaming music can be said to be cheaper than we have to buy the song or album because we just have to pay subscription fees and we can listen to many songs or albums at once or we can listen as a freemium subscriber. <br /> <br /> This research uses qualitative with semi-structured interview and axial coding to determine what factors combination are the considerations of users in using streaming music applications, after knowing what factors combination into consideration of the users in using music streaming application then the factor combination was tested using conjoint analysis to determine which factors have the greatest value in affecting the user use the app. <br /> <br /> After knowing the combination of basic features that most affect the user in using music streaming application, then this research can give guidance to make strategy features what should be in show in streaming music application and how should user interface that must be displayed. The result of conjoint analysis raises the combining factor, attractive layout + genre playlist + freemium with limited songs. On the basis of data obtained from conjoint analysis it can create a strategy to create any feature that must be displayed in streaming music applications. <br />