Factors influenced user in Using Streaming Music Applications Using the TAM Method: Technology Acceptance Model

Abstract

The development of music streaming is rapidly increasing on a global scale. The official website of the International Federation of Phonographic Industry (IFPI) states that on a global scale, in 2020, 62.1% of the music industry's revenue is due to streaming services. This study's objective is to investigate the elements that have an impact on Indonesians' use of streaming music. This research initially wanted to explore the link between advantages and convenience and consumers' behavioural intention to utilize streaming music. Using data from 117 respondents obtained from social media with the Structural Equation Modeling (PLS-SEM) method as a data processor. This research shows that benefits, features, habits, and ease of use are behavioural intentions of music streaming users in Indonesia. The findings of this study will eventually be used to advise music streaming platform providers about critical aspects affecting music streaming customers in Indonesia.