| The objective of this thesis is to explain which factor affects the customer’s switching intention from using a free subscription streaming music service to paid service. Customer’s switching intention becomes the dependent variable that is affected by perceived benefit, perceived sacrifice, free mentality, subjective norm and perceived behavioral control. Data were obtained using a questioner that is being spread to 320 respondents with simple random sampling method to the participants of “An Evening Night with Afgan Raisa” event that are also the subscriber of the music streaming service, JOOX. Multiple Regression analysis is used in this thesis in order to explain the relation between the variables that are being analyzed. The result of this research shows that perceived benefit affects the customer’s switching intention from free to paid subscription positively and significantly. Subjective norm and perceived behavioral control are also affecting the customer’s switching intention from free to paid subscription positively and significantly. Moreover, the study also shows that perceived sacrifice and free mentality has a negative and significant effect toward the customer’s switching intention from free to paid subscription. In this thesis, the delimittation and implication of the research have also been explained to provide knowledge from the theory, practice, and advanced research aspect. |