Conference on Business, Social Sciences and Technology (CoNeScINTech)
Vol. 2 No. 1 (2022): Conference on Business, Social Sciences and Technology (CoNeScINTech)

Influential Factors that Affect Decisions to Purchase Music Platform Subscriptions in Millennial And Gen-Z Communities in Batam City through Trust Mediation

Hasan, Golan (Unknown)
Scorpianti, Ervi (Unknown)

Article Info

Publish Date
07 May 2024

Abstract

Advances in technology lead to a major transformation in the means of communication between users and companies. Likewise, the music industry is also experiencing technological innovation, where more and more consumers are subscribing to online music streaming services, both paid and free. The purpose of this study was to determine the effect of usefulness, entertainment, interaction, enjoyment and familiarity on purchase intention for music streaming platform subscriptions in millennial and gen-z communities in Batam City through trust mediation. The research method used in this study is a quantitative method with data from 348 respondents collected through questionnaires and processed through the Partial Least Square program. The results of this research indicate that familiarity and interaction have a significant influence on purchase intention through trust mediation.

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Journal Info
Conference on Business, Social Sciences and Technology (CoNeScINTech)
Website

Abbrev

conescintech

Publisher

Universitas Internasional Batam

Subject

Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science

Description

CoNeScINTech (Conference on Business, Social Sciences and Technology) Conducting a research is one of the implementations of Three Pillars of Higher Education that has a crucial role for the development of science, technology, and arts as well as for the improvement of the welfare of society since ...