Analysis Factors of Intention to Use Music as a Service Application: A Case Study of Spotify Application

Music as a service in Indonesia is adapting swiftly in the society. It continues to grow and help people to enjoy the songs. One of the example is Spotify, where listeners enjoy and find easy access to use this service application. The listeners also need to provide other facilities to listen to the music from Spotify. This research inquires the factors to support the intention to use music as a service application. The research was conducted using a quantitative research approach to obtain data from 247 respondents who actively use the music as a service application. The research question in this study is: what factors help customers to accept and adopt music as a service? The results of this study are facilitating condition, price value, and habit are really influential factors in the value for intention to use the music as a service application. The model used in this study is the Unified Theory of Acceptance and Use of Technology (UTAUT) model.