Analysis Factors Influencing User Preferences in Continuance Intention on Music Streaming Services Commerce Among Indonesian Users

Music streaming services are one of the most consumed entertainment media, offering music and other services for internet users in Indonesia. This research aims to study the factors influencing user preferences towards continuance intention in using music streaming services in Indonesia. With the increased growth of e-commerce usage and the advent of the smart economy, understanding these factors becomes important for service providers to adapt and thrive. This research was conducted quantitatively, with the use of Google Forms to 412 Indonesian users and analyzed the data using Structural Equation Modeling (SEM). Significant determinants identified include Perceived Ease of Use, Perceived Enjoyment, Entertainment, Habit, and Perceived Usefulness. Our findings show Habit and Satisfaction as the most significant factors, while Social Influence was not significant. These insights can enhance engagement and retention strategies in both music streaming and broader e-commerce and smart economy contexts.