Faktor-Faktor yang Memengaruhi Continuous Intention Penggunaan Aplikasi Quick Commerce
DOI:
https://doi.org/10.63822/njefgp19Keywords:
Quick Commerce, Technology Acceptance Model, Continuous Intention, System Quality, Perceived Ease of Use, Perceived ValueAbstract
The rapid growth of quick commerce services is driven by the increasing demand among modern consumers for fast, convenient, and efficient services that provide instant gratification. One of the growing quick commerce service providers in Indonesia is Astro. However, there are still several obstacles that could potentially reduce users’ continuous intention. This study aims to analyze the factors influencing users’ continuous intention to use quick commerce apps by integrating the Technology Acceptance Model (TAM) and system quality. This study employs a quantitative approach using a survey method, distributing questionnaires to 120 respondents—Gen Z and Millennial users of the Astro app—in the Greater Jakarta area. Data analysis was performed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.1 software. The results indicate that system quality has a positive and significant effect on perceived ease of use and perceived value. Furthermore, perceived ease of use has a positive and significant effect on perceived value and continuous intention. In addition, perceived value also has a positive and significant effect on continuous intention. This study provides a positive contribution to the development of the TAM theory in the context of quick commerce and helps service providers design strategies that focus on improving system quality, ease of use, and value to increase the intention to continue using quick commerce services.
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