<![CDATA[The Online Music Streaming (OMS) platform is one of the biggest contributors towards music industry’s revenue. However, the revenue stream of OMS platform is limited into two sources; premium service and paid advertisements. Most of the users are using the free service of the platform and they are spread between three consecutive generations; generation X, Y, and Z. This research purpose is to (1) identify the difference in how each generation’s age and behavior affect their perceptions towards the free OMS platform; (2) determining its impact towards the intention to convert into premium user. This research involved 402 respondents from Indonesia and is analyzed using the SEM-PLS method. The results show that only generation X has different influence towards their perceptions on OMS platform. Generation Y and Z has significant influence towards their perceived usefulness, perceived enjoyment, and perceived trust. However, the perceived usefulness is the only perception that has significant impact towards their purchase intention. Meanwhile, generation X was found to have insignificant influence towards their perceived trust and none of the perceptions have a significant influence towards their purchase intention of premium service in OMS platform. This research is expected to benefits the OMS Industry and future studies. Keywords : Consumer Perception, Digital Platform, Generational Cohorts, Music Streaming, PartialLinear Regression, Purchase Intention.]]>
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