FACTORS THAT INFLUENCE CUSTOMER INTENTION TO ENHANCE THE NUMBER OF SPOTIFY PREMIUM PURCHASES IN INDONESIA

• Main Author: Fairuz Raiqah Putri Ardi, Nada
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83320
• Institution: Institut Teknologi Bandung

The music streaming industry has experienced significant growth in Indonesia, with Spotify emerging as a leading platform. Despite its popularity, the majority of Indonesian users prefer the freemium version, resulting in a need for Spotify to boost its premium subscriptions to increase revenue. This study investigates the factors influencing the intention to purchase Spotify Premium in Indonesia, focusing on perceived value dimensions (enjoyment, social value, quality, and price value) and the mediating role of attitude. The research targets Generation Z and Millennials in Indonesia. Findings reveal that quality and price value significantly influence purchase intention, while enjoyment impacts attitude but not purchase intention. Social value does not significantly influence either attitude or purchase intention. The study recommends that Spotify enhance service quality and implement strategic pricing while ensuring user enjoyment to maintain positive attitudes towards the platform. Future research should explore additional factors affecting the intention to purchase premium services.