Music is the expression of one's feelings which are expressed in beautiful tones and poems. Music can be packaged in the form of cassette or Compact Disc (CD), on this millennial era, music can be enjoyed from music sites, as well as in smartphone applications with various musical genres. Music is easy to access now, where people can enjoy music anywhere and anytime through music sites. To build a system for purchasing music online, this study is aim to analyze consumer behavior in purchasing music online in Indonesia by implementing 7P's Marketing Strategy and Quality Function Deployment (QFD). Questionnaire is used to get data from respondents and data obtained from respondents will be processed using the Application of Quality Functions. Data from respondents are to identify consumer needs and for technical requirements. The research methodology begins with gathering user needs and analyze data using QFD. The results of analysts on House of Quality have 6 elements that are prioritized for the development of system that will be built on purchase music online.