This exploratory research focuses on analysing the impact of marketing-mix, culture and experience on purchase intentions and purchase decision for online music products in Indonesia. The study draws inference from consumer behaviour theories - theory of reasoned action and theory of planned behaviour as foundation for this research. Culture and experience from these theories are considered as the moderating variables to purchase intention and decision. Marketing-mix or the 7Ps are also added as variables to the research model to identify their individual and collective impact on the intention to purchase and decision to buy. The research deploys structural equation modelling (SEM) using confirmatory factor analysis (CFA) to analyse the impact. The study finds that price, distribution and physical evidence have an impact on purchase intention, while the product and promotion have impact on purchase decision. Culture and experience as moderating variables also augment the consumer purchase intentions for online music product. The study also outlines the implications of this work for Indonesian music industry.
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Kusumawati et al. (2021) studied this question.