UNDERSTANDING GENERATION Z CONSUMER BEHAVIOR TOWARD ILLEGAL SPOTIFY PREMIUM SERVICES

Abstract

ABSTRACT (10pt Bold)
In the era of rapid technological advancement, digital entertainment such as music and podcasts has become an essential aspect of modern life, accompanied by a growing trend in the illegal sale of Spotify Premium accounts. This study aims to analyze the consumer behavior of Generation Z in making decisions to purchase Spotify Premium illegally. Using a qualitative approach with descriptive analysis, the research relies on primary data collected through interviews. The findings reveal that factors such as affordability, equivalent premium access, ease of transaction, limited awareness of legal alternatives, and a lack of understanding of potential risks significantly influence the decision to purchase illegally. Although these unauthorized services provide high user satisfaction, they violate copyright laws and Spotify’s service agreements, negatively impacting developers and content creators. Therefore, enhancing digital literacy and legal awareness among Generation Z is essential to promote ethical consumption and support the sustainability of the creative digital industry.