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Library's collection Library's IT development CancelThe music industry is currently evolving as a result of the continuous advancement of
digital technology. With a strong customer base mainly coming from millennial and Gen Z,
Spotify is often considered to be the leading pioneer in music streaming service through the
implementation of freemium business model. Although Spotify has dominated the music
streaming market in the West, there is a much intense competition in the East – specifically in
Indonesia – given the existence of other powerful players. Therefore, the researchers are eager
to identify the factors influencing the intention to keep on using Spotify Premium among
millennial and Gen Z users in Indonesia based on a “Unified Theory of Acceptance and Use of
Technology 2 (UTAUT2)”. This research will be conducted through a quantitative approach
using simple random sampling with the use of online questionnaire, and will be analyzed
through “Partial Least Squares – Structural Equation Modeling (PLS-SEM)” with the help of
SmartPLS software. A total of 100 valid responses are obtained from this research, showing
that performance expectancy, effort expectancy, and habit significantly affects behavioral
intention, whereas social influence, facilitating conditions, hedonic motivation, and price value
do not.