FACTOR INFLUENCING USER ACCEPTANCE TOWARDS AUDIO STREAMING SERVICE CASE STUDY: SPOTIFY
Creative industries with 16 sub-sectors are expected to become a strong economic driver of total GDP by 2025. One of the sub-sectors that is projected to be high potential is sub-sector Apps-development since Indonesia has a large market of the Internet user and penetration. Those potentials spell o...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/48881 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Creative industries with 16 sub-sectors are expected to become a strong economic driver of total GDP by 2025. One of the sub-sectors that is projected to be high potential is sub-sector Apps-development since Indonesia has a large market of the Internet user and penetration. Those potentials spell opportunity for many digital start-ups to grow in Indonesia. Besides, even though the pandemic of Covid19 has created some crisis and recession in many industries, but the usage of internet digital is still increasing. The continuation of growth also affects people’s behavior regarding digital consumption. One of the popular aspects that changes are how people listen to audio content. Previously, people were listening to audio content or music through radio, cassettes, etc. Nowadays, people have turned to stream the audio and prefer individual consumption. However, the technology acceptance of audio streaming services in Indonesia is still limited. The aim of this research is to analyze the factor influencing the intention to use audio streaming in Indonesia using Unified Theory of Acceptance and Use of Technology 2 to provide an understanding of the technology used to create an effective marketing strategy for the audio streaming company to compete in this industry. The data is analyzed using a quantitative method and gathered by an online survey with 231 respondents of Spotify users that subscribe to premium membership. The collection of the information is processed by using PLS-SEM to see the relationship among the construct. The result showed there are three factors that significantly influence the intention to use audio streaming; Habit, Price Value, Social Influence. While Facilitating Condition affects use behavior directly. However, even though audio streaming is categorized as entertainment industry turns out performance expectancy and hedonic motivation don’t influence the usage of this service.
Keywords: Audio Streaming, Changing Behavior, Creative industry, Spotify, UTAUT 2 |
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