The effect of perceived value, music affinity, and hedonic motivation towards intention to subscribe of millennials and generation Z for spotify in Indonesia

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Soenarjono, Bagawan Kagurnita Krisatio (2022) The effect of perceived value, music affinity, and hedonic motivation towards intention to subscribe of millennials and generation Z for spotify in Indonesia. Undergraduate thesis, IPMI Business School.

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Abstract

The tremendous growth of internet activity has expecdited the digital transformation of the cultural and creative sectors since the covid-19 pandemic started about two years ago. The music business was more resilient in the face of the epidemic because it had started this change years earlier. Digitization has occurred throughout Indonesia. In Indonesia, there are two different forms of digitalization: goods and service. Among the items sold online are unique items and daily essentials. All ages and social groups now have access to digital music, digital communication, digital banking, and other types of digital services. Spotify began to expand into Indonesia in 2016. This app was first made available in September 2008, and as of june 2017, it had 140 million active users worldwide, premium or not. Previous research study conducted in different countries shows different results when it comes to intention to subscribe spotify. This research primarily focuses on how perceived value, music affinity, and hedonic motivation can influence intention to subscribe spotify for Indonesian Millennials and generation Z. This research is conducted using the SEM-PLS method. This research primarily focuses on Indonesian Millennials and generation, who are at the age range of 17-40 years old, that live in Jabodetabek and Bandung region and also who have downloaded spotify on their device for the past 6 or more months.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 05 Aug 2022 03:22
Last Modified: 05 Aug 2022 03:22
URI: http://repository.ipmi.ac.id/id/eprint/1482

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