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The purpose of this study is to obtain result of analysis of the effect of Perceived Usefulness towards Perceived Value, Perceived Enjoyment towards Perceived Value, Technicality towards Perceived Value, Perceived Price towards Perceived Value, and Perceived Value towards Purchase Intention. This study is a descriptive and exploratory research. The descriptive study is a kind of research which purpose is to describe or figure out the characteristics and nature of market and consumer behavior. On the other hand, the exploratory study is a kind of research which purpose is to explore or collect any deeper thoughts about a problem. The research design used is survey in which sampling unit is observed using a questionnaire. The unit samplings used in this study are men and women who once access iTunes Store, know Kotak Band, and never once purchase Kotak’s songs (“Never Dies” album). The result of the analysis using Structural Equation Modeling (SEM) shows that the data of this study have goodness of fit with the proposed research model and the measurement model of overall indicators has valid criteria and reliability or consistency of good measurement. Regarding to the result of the structural model, it can be concluded that Perceived Usefulness gives positive effect towards Perceived Value, and Perceived Enjoyment gives positive effect towards Perceived Value. On the other hand, other variables give negative effect.

THE IMPLICATION OF PURCHASE INTENTION: ANALYSIS OF PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, TECHNICALITY AND PERCEIVED PRICE TOWARDS PERCEIVED VALUE