The development of information technology has changed the business model of firms in the industry that are in contact with technology. One of them is in the music industry, which currently has penetrated the online platform with a series of accompanying issues. This study uses a conceptual approach to Technology Acceptance Model to understand this relationship. Although in fact similar research has been carried out by a number of researchers, this topic remains an interesting object to study considering that technology acceptance cannot be separated from the environment in which consumers are located. This research was conducted with a quantitative approach to test the research hypotheses using data obtained from questionnaires distributed to 102 respondents spread across the Yogyakarta area. This study found that perceived usefulness and perceived price do not have a significant influence on perceived value. On the other hand, perceived playfulness and perceived ease of use have a significant influence on perceived value. This finding emphasizes that the online music business is more in touch with entertainment products. With respondents who are dominated by young people in a developing country, it is shown that pleasure is a highly prioritized part of overcoming other considerations, especially price and usability. Another finding is that the greater the perceived value of online music, the higher the intention in purchasing the product would be. This study adds to the literature and information about how consumers respond in different regions (Yogyakarta, Indonesia) as one the developing countries on the factors that affect the perceived value and purchase intention, thus it can be used to test the generality of the results of previous studies.