Maulana, Fabio and Hidayat, Nila K. (2017) Analysis Of Consumer Attitude Toward Paid Subscriber Behavior Using Fishbein Model In Streaming-Music Industry: A Case Study Comparing Joox And Spotify. Bachelor thesis, Swiss German University.

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Abstract

This thesis identifies which attributes significantly affect paid subscriber behavior of music streaming industry, focus on a case study comparing Joox and Spotify brand. Ultimately, it determines the attribute that has significant affect in order to maintain and continually increase their market in Indonesia especially in Jakarta by focus on develop a strongest attribute affecting paid subscriber behavior in music streaming industry. This thesis is using Fishbein model approach as main model of this study. Quantitative approach for data collection is conducted, through questionnaire as the media. Qualitative approach is also conducted, through in-depth interview with the music industry expert as the media, this data is needed to support the recommendation for Joox brand, Spotify brand, and future research. Joox and Spotify as two of music streaming service in Indonesia is successfully make their brand become the leader in music streaming industry. However, both of brands should aware with consumer attitude toward paid subscriber behavior and determine what attribute are affecting consumer attitude toward paid subscriber behavior.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Consumer Attitude; Fishbein Multiattribute Model; Paid Subscriber Behavior; Music Streaming Industry; Quality of Music to Pay, Price.
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	09 May 2020 12:48
Last Modified:	09 May 2020 12:48
URI:	http://repository.sgu.ac.id/id/eprint/161

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