Abstract:
Purpose – Competition on streaming music platforms has caused a decrease in Apple
Music subscribers because it’s has emerged that are competitors for Apple Music.
Therefore, this study aims to identify the factors that influence Apple Music users’
behavioral intention by using streaming motives, brand image, and theory of planned
behavior.
Design/methodology/approach – This study used a survey method by distributing the
questionnaire as the instrument tool. Then, using the simple random sample technique,
the questionnaire was filled up by 276 young adult respondents who had been to
subscribing Apple Music and live in Greater Jakarta, Indonesia. The data collected were
analyzed with the structural equation model.
Findings – This research revealed that behavioral intention was affected by streaming
motives, brand image, and use behavior. However, streaming motives, brand image,
and use behavior have a significant influence on behavioral intention.
Originality/value – This study was the first to integrate Streaming Motives, Brand
Image, and theory of planned behavior as drivers of behavioral intention and use
behavior in subscribing to Apple Music.
