p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2004
Quality Perception of Spotify's Purchase Intentions in
Indonesia
Zee Zee Aprilia
Universitas Katolik Parahyangan, Indonesia
Email: [email protected]
*Correspondence
ABSTRACT
Keywords: Music
Streaming, Quality
Perception, Purchase
Intent.
This study investigates the correlation between perceived
quality and purchase intention within the domain of music
streaming services, focusing on Spotify. Employing a
quantitative-descriptive approach, the research utilizes
surveys for data collection and employs simple linear
analysis to scrutinize the relationship between independent
and dependent variables. The results underscore a
statistically significant positive influence of perceived
quality on purchase intention. The conclusion of this study
the better the perception of consumer quality towards
Spotify, the higher the consumer's purchase intent. This
purchase intent will help Spotify acquire subscription users.
The results of this study also show that consumer
perception of Spotify subscription prices is still not good.
In this case, Spotify should market its low-level plans to
improve consumer perception of price.
Introduction
The music industry is one of the industries whose digital transition & and
transformation process is quite rapid. This digitalization is driven by the development &
and utilization of massive communication and information technology (Jane, 2922).
From the beginning of the use of vinyl which was replaced by compact discs (CDs) in
the 1980s; and was replaced again by MP3 Players in the 1990s; and until now replaced
by music streaming services that emerged in the mid-2010s (Dolata, 2020).
Music streaming services first entered Indonesia in 2015, namely JOOX followed
by Spotify in 2016. Currently, YouTube Music and Apple Music are also available &
and accessible to music lovers in Indonesia. The rise of music streaming services in
Indonesia is a sign of the large number of listeners and music connoisseurs in Indonesia.
Data published on the Statista website shows that music streaming service users in
Indonesia will continue to increase until 2027 with growth reaching 11.57%.
However, the data does not show the prospect of a proportion of free and
subscription users. The freemium business model, often used by music streaming
services in Indonesia, gives users the option to listen to paid music without ads
(subscription). Users who subscribe certainly provide many benefits for companies, but
Quality Perception of Spotify's Purchase Intentions in Indonesia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2005
most consumers prefer the free option because it is considered more profitable
(Niemand, Mai, & Kraus, 2019). This is a challenge for music streaming services with a
freemium business model.
A variety of factors drive the desire to subscribe to music streaming services.
Before consumers make a purchase, they will usually find out the advantages of the
product. The decision-making process made by consumers before purchasing for certain
conditions or certain reasons is a purchase intention (Johan et al., 2020). Based on
previous research, purchase intentions can be assessed from three (3) indicators (Shih,
2010), namely:
1. Willingness of consumers to buy products/services (willing purchase)
2. Consumer tendency to consider purchasing products/services (considering purchase)
3. Consumer tendency to recommend purchase of products/services (recommendation
purchase)
Quality Perception of Purchase Intention
In general, consumers have expectations for a product according to the
information or knowledge they have (Kim, 2020). (Mirabi, Akbariyeh, &
Tahmasebifard, 2015), In their research, they stated that purchase intentions are
influenced by consumer perceptions, behaviors, and attitudes (Kim, 2020). Consumer
perceptions, behaviors, and attitudes are formed due to the needs and preferences of
each consumer (Eliasari & Sukaatmadja, 2017). If the consumer's perception of the
product is not what is desired, then the consumer will move to another brand, which will
cause losses for the company (Ratasuk & Gajesanand, 2020). One of them is the
perception of quality.
Quality perception is a consumer's subjective assessment of a tangible and
intangible product component based on their experience and knowledge (TUAN &
RAJAGOPAL, 2017). Previous research has shown that quality perception positively
and significantly affects purchasing intentions. One study also stated that the higher the
perception of the quality of a product or service, the easier it is for customers to stay
loyal to the brand (Roozy et al., 2014).
Research Methods
Types of Research
This research is a quantitative-descriptive study. It will be able to provide an
overview of the population in general and also the relationship between research
variables that are tested systematically according to conditions that occur (Rukajat,
2018). This research will examine the effect of quality perception on purchase intention
and describe consumer quality perception of Spotify in Indonesia.
Data Collection and Sample Techniques
Data collection in this study was obtained through surveys. The survey was
distributed to Spotify's music streaming service consumers in Jakarta and Bandung,
Indonesia. The survey distribution is carried out online through social media and
Zee Zee Aprilia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2006
messengers. Purposive sampling is where samples are taken for the study in order to
reflect accurate results (Zickar & Keith, 2023).
A total of 231 respondents were successfully collected for this study. From the
data obtained, 11 people are not residents domiciled in Jakarta or Bandung, 93 people
do not use the Spotify music streaming service, and 3 outliers. So, the questionnaires
that are eligible to be used as research samples amounted to 124 respondents.
Research Measurement
This study aims to measure the effect of quality perception on the purchase
intention of Spotify's music streaming service. For quality perception, 5 indicators
(Technicality, perceived usefulness, perceived value, perceived enjoyment, perceived
fee) will be researched and derived from 19 measurements. Meanwhile, the number of
indicators and measurements studied for purchase intentions is 3.
Table 1
Research Measurement
Variable
Item
Measurement
Quality
Perception (X)
X1
X2
X3
X4
X5
X6
X7
X8
X9
X10
X11
X12
X13
X14
X15
X16
X17
X18
X19
This Spotify can be used easily
Using the Spotify music platform is easy to learn
Spotify is instantly accessible
I can do what I want easily through Spotify
Using Spotify helps me access music content faster
Using Spotify increases my appreciation of music
Using Spotify makes it easy for me to get music
information
Spotify provides a wide variety of music
Overall, Spotify is very useful for listening to music
I love interacting with Spotify
Using Spotify gives me much fun
I love using Spotify
Overall, using Spotify appeals to me
The effort I had to put into using Spotify was worth
it for me
The time it took me to access Spotify was worth it
for me
Overall, Spotify provides good value/benefits for me
The price paid for a subscription is not very high
The price to pay for a subscription is
reasonable/worth it
Paying for a Spotify subscription is not something
unpleasant
Purchase
Intention
(Y)
Y1
Y2
Y3
Quality Perception of Spotify's Purchase Intentions in Indonesia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2007
Data Analysis
This study used a simple linear regression analysis conducted using SPSS 25
software. Simple linear regression analysis is used to see the relationship between one
independent variable and the study's dependent variable with a straight-line relationship
(Muttaqin & Srihartini, 2022). Thus, linear regression analysis is the objective, and this
study needs to examine the effect of quality perception (X) on purchase intention (Y).
The equation resulting from a simple linear regression analysis is as follows:
Y =a+bX
where a = Constant, b = Regression coefficient, Y = purchase intention, and X =
Quality perception. A grade indicates the magnitude of the contribution from factors
other than quality perception.
Results and Discussion
Description of Statistics
The number of respondents who use Spotify's music streaming service is 124.
52.4% of respondents were women and 47.6% were men. 33.6% of respondents came
from Bandung, and 62.5% from Jakarta. Most respondents are millennials and
Generation Z, as many as 89.5% of respondents aged 15-34 years; from their jobs, as
many as 47.6% of respondents are private employees, followed by 25% still in student
status (students/students). Meanwhile, in terms of income, 47.6% of respondents have
monthly income in the range of Rp5,000,000 - Rp9,999,999. The total number of
respondents who used Spotify's music streaming service was 124 respondents.
Table 2
Respondent Demographics
Demographics
Item
Percentage%
Gender
Man
47,6%
Woman
52,4%
Age
15-24 years
49,2%
25-34 years
40,3%
35-44 years
4,0%
45-54 years
5,6%
≥ 55 years old
0,8%
Work
State Officer
4,8%
A ......
47,6%
Freelance
15,3%
Business Owner
6,5%
Student/Student
25,0%
Not Working
0,8%
Income
< Rp5.000.000
34,7%
IDR 5,000,000 - IDR 9,999,999
47,6%
IDR 10,000,000 - IDR 25,000,000
14,5%
> Rp25.000.000
3,2%
Zee Zee Aprilia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2008
Domisili
Bandung
37,1%
Jakarta
62,9%
Meanwhile, respondents' answers regarding perception, quality, and purchase
intentions of Spotify can be seen in Table 3. Based on Table 3, the most dominant
indicator for quality perception is X.13, with a mean result of 3.41. The indicator that is
not dominant and gets the lowest mean result is found in the sixth indicator, namely
X.18, with a mean of 3.19. The average value of the total quality perception indicator is
3.31.
Meanwhile, the most dominant indicator of the purchase intention variable with
the highest mean is Y.1 with a mean result of 3.41; the least dominant indicator and gets
the lowest mean result is the Y.3 indicator with a mean result of 3.25, and the average
value of the total purchase intention indicator is 3.35.
Table 3
Description of Respondent Statistics
Variable
Frequency
Sum
Mean
Standa
rd
Deviase
1
2
3
4
Quality
Perception (X)
9
261
1314
1144
3,32
X.
1
0
9
58
57
420
3,39
0,62
X.
2
0
8
68
48
412
3,32
0,59
X.
3
1
17
43
63
416
3,35
0,75
X.
4
1
12
53
58
416
3,35
0,69
X.
5
0
14
56
54
412
3,32
0,67
X.
6
0
17
58
49
404
3,26
0,69
X.
7
0
16
59
49
405
3,27
0,68
X.
8
0
16
44
64
420
3,39
0,71
X.
9
1
14
53
56
412
3,32
0,70
X.
10
0
10
69
45
407
3,28
0,61
X.
11
2
16
58
48
400
3,23
0,73
X.
12
0
14
59
51
409
3,30
0,66
X.
13
1
8
54
61
423
3,41
0,65
X.
0
9
70
45
408
3,29
0,60
Quality Perception of Spotify's Purchase Intentions in Indonesia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2009
14
X.
15
0
13
60
51
410
3,31
0,65
X.
16
2
9
64
49
408
3,29
0,67
X.
17
0
15
57
52
409
3,30
0,67
X.
18
1
14
70
39
395
3,19
0,65
X.
19
0
10
58
56
418
3,37
0,63
Purchase
Intention (Y)
0
20
203
149
3,35
Y.
1
0
5
63
56
423
3,41
0,57
Y.
2
0
3
71
50
419
3,38
0,53
Y.
3
0
12
69
43
403
3,25
0,62
Validity and Reliability Test
Validity tests are also carried out to assess the validity of the research
instruments. The validity test results, which were processed using SPSS 25, showed that
all indicators in this study were valid or tested for validity.
Table 4
Validity Test Results
Variable
R Calculate
R Table
Ket.
Quality Perception (X)
0.175
X2.1
0,546
Valid
X2.2
0,638
Valid
X2.3
0,683
Valid
X2.4
0,674
Valid
X2.5
0,712
Valid
X2.6
0,672
Valid
X2.7
0,497
Valid
X2.8
0,666
Valid
X2.9
0,700
Valid
X2.10
0,627
Valid
X2.11
0,709
Valid
X2.12
0,682
Valid
X2.13
0,629
Valid
X2.14
0,619
Valid
X2.15
0,624
Valid
X2.16
0,529
Valid
X2.17
0,668
Valid
X2.18
0,510
Valid
Zee Zee Aprilia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2010
X2.19
0,661
Valid
Purchase Intention (Y)
0.175
Y.1
0.705
Valid
Y.2
0.657
Valid
Y.3
0.804
Valid
The next test was a reliability test conducted using SPSS 25 software. An
instrument is reliable if Cronbach's alpha value exceeds 0.5 (Hinton et al., 004). The
results of these tests are shown in Table 5.
Table 5
Reliability Test Results
Variable
Cronbach's Alpha
N
Border
Information
Quality Perception (X)
0,917
19
≥ 0,9
Very High Reliability
Purchase Intention (Y)
0,547
3
> 0.5
Low Reliability
Data Analysis
As the research methodology explains, this study will use simple linear analysis to
see the relationship between quality perception and purchase intention. Based on the
results of SPSS 25, the regression equation in this study based on the results of linear
regression in Table 5 is as follows:
Y = 2.865 + 0.114 X
From this equation, it can be seen that the value of the regression coefficient of
quality perception (X) is positive, 0.144. This number shows that the higher the value of
quality perception (X), the higher the value of purchase intention (Y). Meanwhile, a
positive constant value of 2.865 indicates that variables or factors other than quality
perception contribute 2.865 to purchase intentions.
Table 6
Results of Simple Linear Regression Analysis
Coefficients
Model
Unstandardized
Coefficients
Standardi
zed
Coefficien
ts
t
Say.
B
Std.
Error
Beta
1
(Co
nsta
nt)
2,865
0,613
4,674
0,000
Qual
0,114
0,010
0,730
11,800
0,000
Quality Perception of Spotify's Purchase Intentions in Indonesia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2011
ity
Perc
epti
on
a. Dependent Variable: Intensi Pembelian
The coefficient of determination test was also carried out in SPSS 25 to determine
the number of respondents or the percentage of contribution of the influence of the
independent variable in the regression model that simultaneously or together influenced
the dependent. The results of the coefficient of the determination test show that the
value of Adjusted R-Square is 0.529. The percentage of the influence of the independent
variable simultaneously on the dependent variable is by multiplying the Adjusted R-
Square coefficient by 100%, resulting in a magnitude of 52.9%. This states that all
independent variables of quality perception can explain the dependent variable of
purchase intention by 51.9%, while other factors outside the model explain the
remaining 48.1%.
Table 7
Results of Simple Linear Regression Analysis
Model Summary
Model
R
R Square
Adjusted R
Square
Std. Error of the
Estimate
1
0,730a
0,533
0,529
0,85907
a. Predictors: (Constant), Quality Perception
b. Dependent Variable: Purchase Intention
Next, a t-test was conducted to determine whether, in the regression model, the
study's independent variable, namely quality perception, had a significant effect on the
dependent variable, namely purchase intention. Hypothesis testing with α = 5% (0.05)
obtained quality perception variable (X) indicated by t count positive value of 4.674
greater than the t table, 1.657, and significance value of 0.000 smaller than the
significant value of research 0.05, which means H1 is accepted. Thus, the perception of
quality positively and significantly affects purchase intentions. The results of the t-test
can be seen in Table 8.
Table 8
Test Results t
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Say.
B
Std.
Beta
Zee Zee Aprilia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2012
Error
1
(Constant)
2,865
0,613
4,674
0,000
Quality
Perception
0,114
0,010
0,730
11,800
0,000
a. Dependent Variable: Intensi Pembelian
The results showed that quality perception positively and significantly influences
purchasing intentions. These results are consistent with previous research examining the
relationship between perceived quality and purchase intention. So, one of the efforts that
Spotify's music streaming service can make to increase subscription consumers is to
increase their perception of Spotify.
The quality perception indicators in this study have been adjusted to the industry
and type of Spotify service. The statistical description (Table 3) shows that the
dominant quality perception indicator is X.13, which refers to consumers' perception of
their level of pleasure when using Spotify. This shows that consumers' perception of the
pleasure provided by Spotify is quite good among all indicators.
One important factor that affects the enjoyment of application users is UI / UX,
which can help users navigate content, information, etc. Not only that, a good UI/UX
can improve the convenience of application users (Pratama & Cahyadi, 2020). One of
Spotify's selling points that pleasures consumers is Spotify Wrapped (Philip & Pradiani,
2024), which is released at the end of every year. This program should be maintained.
Meanwhile, Spotify's quality perception indicator with the lowest mean is X.18,
related to price. As the introduction mentions, music streaming services with a
freemium model have challenges in increasing subscription users. Spotify has tried to
create various tier or price plans for consumers in Indonesia; this has also been
successfully done for the first time in India by issuing a daily subscription plan
(Colbjørnsen et al., 2022). However, this may be less known by consumers, so
consumer perceptions regarding prices are still not good.
Conclusion
Spotify is one of the most popular freemium music streaming services in
Indonesia. One of the challenges for the freemium model is subscription user
acquisition. This research shows that one of the factors that positively and significantly
influences purchasing intentions is the perception of quality. The better consumers'
quality perception of Spotify, the higher consumers' purchase intentions. This purchase
intention will help Spotify acquire subscription users. The results of this study also
show that consumer perception of Spotify subscription prices is still not good. In this
case, Spotify should market its low-tier plan to improve consumer price perceptions.
Quality Perception of Spotify's Purchase Intentions in Indonesia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2013
Bibliography
Colbjørnsen, Terje, Hui, Alan, & Solstad, Benedikte. (2022). What do you pay for all
you can eat? Pricing practices and strategies in streaming media services. Journal
of Media Business Studies, 19(3), 147–167.
Dolata, U. (2020). The digital transformation of the music industry. The second decade:
From download to streaming. SOI Discussion Paper.
Eliasari, Putu Ratih Arta, & Sukaatmadja, I. Putu Gde. (2017). Pengaruh brand
awareness terhadap purchase intention dimediasi oleh perceived quality dan brand
loyalty. E-Jurnal Manajemen Unud, 6(12), 6620–6650.
Johan, K., Samantha, W., Tandean, M. T., & Sihombing, Sabrina O. (2020). The
Relationship Between Web Design Reliability, Privacy, Service Quality, and
Customers' Purchase Intention at E-commerce Business: an Empirical Study.
Jurnal Manajemen Teknologi, 19(1), 17–36.
Kim, S. S. (2020). Purchase intention in the online open market: Do concerns for e-
commerce matter? Sustainability, 12(3), 773.
Mirabi, Vahidreza, Akbariyeh, Hamid, & Tahmasebifard, Hamid. (2015). A study of
factors affecting customers' purchase intention. Journal of Multidisciplinary
Engineering Science and Technology (JMEST), 2(1).
Muttaqin, Zaenal, & Srihartini, Ela. (2022). Penerapan Metode Regresi Linier
Sederhana Untuk Prediksi Persediaan Obat Jenis Tablet. JSiI (Jurnal Sistem
Informasi), 9(1), 12–16.
Niemand, Thomas, Mai, Robert, & Kraus, Sascha. (2019). The zero‐price effect in
freemium business models: The moderating effects of free mentality and price–
quality inference. Psychology & Marketing, 36(8), 773–790.
Philip, L., & Pradiani, Theresia. (2024). Influenced brand experience, viral marketing,
and brand image to brand loyalty to service users streaming Spotify in Indonesia.
ADI Journal on Recent Innovation, 5(2), 127–135.
Pratama, M. A. T., & Cahyadi, A. T. (2020). Effect of user interface and user
experience on application sales. IOP Conference Series: Materials Science and
Engineering, 879(1), 12133. https://doi.org/10.1088/1757-899X/879/1/012133
Ratasuk, Akaraphun, & Gajesanand, Sunanta. (2020). Factors influencing brand image
and customer repurchase intention: The case of coffee chain shops in Bangkok's
gas service stations. University of the Thai Chamber of Commerce Journal
Humanities and Social Sciences, 40(3), 171–188.
Roozy, E., Arastoo, M. Ali, & Vazifehdust, HOSSEIN. (2014). Effect of brand equity
on consumer purchase intention. Indian J. Sci. Res, 6(1), 212–217.
Zee Zee Aprilia
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2014
Rukajat, A. (2018). Pendekatan penelitian kuantitatif: quantitative research approach.
Deepublish.
Shih, T. Y. (2010). COMPARATIVE ANALYSIS OF MARKETING STRATEGIES
FOR MANUFACTURERS AND RETAILERS’BRANDS. International Journal
of Electronic Business Management, 8(1), 56.
TUAN, VUONG KHANH, & RAJAGOPAL, PREMKUMAR. (2017). The mediating
effect of perceived quality on customer loyalty in Small and Medium-sized
Enterprises (SMEs) in the mobile phone sector in Ho Chi Minh City (HCMC)-
Vietnam. International Journal of New Technology and Research, 3(11), 263187.
Zickar, M. J., & Keith, Melissa G. (2023). Innovations in sampling: Improving the
appropriateness and quality of samples in organizational research. Annual Review
of Organizational Psychology and Organizational Behavior, pp. 10, 315–337.