THE PERCEPTUAL DIFFERENCES AMONG GENERATIONAL COHORTS AND ITS IMPACT TOWARDS PURCHASE INTENTION OF PREMIUM SERVICE IN OMS PLATFORM

• Main Author: Aiko Andryani, Hana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61078
• Institution: Institut Teknologi Bandung

The Online Music Streaming (OMS) platform is one of the biggest contributors towards music industry’s revenue. However, the revenue stream of OMS platform is limited into two sources; premium service and paid advertisements. Most of the users are using the free service of the platform and they are spread between three consecutive generations; generation X, Y, and Z. This research purpose is to (1) identify the difference in how each generation’s age and behavior affect their perceptions towards the OMS platform; (2) determining the impact of the perceptions towards their intention to purchase the premium service of OMS platform. This research involved 402 respondents from Indonesia and is analyzed using the SEM-PLS method. The results show that only generation X has different influence towards their perceptions on OMS platform. Generation Y and Z has significant influence towards their perceived usefulness, perceived enjoyment, and perceived trust. However, the perceived usefulness is the only perception that has significant impact towards their purchase intention. Meanwhile, generation X was found to have insignificant influence towards their perceived trust and none of the perceptions have a significant influence towards their purchase intention of premium service in OMS platform. Therefore, it is recommended for OMS platforms to focus on the generation Y and Z as their market and a further research on factors that affect purchase intention in digital platform specifically for generation X is suggested