FAKTOR-FAKTOR YANG MEMENGARUHI CONTINUOUS INTENTION PENGGUNAAN APLIKASI QUICK COMMERCE

VITA PUTRI HAPSARI, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI CONTINUOUS INTENTION PENGGUNAAN APLIKASI QUICK COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan pesat layanan quick commerce didorong oleh meningkatnya permintaan masyarakat modern akan layanan serba cepat, praktis, dan efisien untuk kepuasan instan. Salah satu penyedia layanan quick commerce yang berkembang di Indonesia adalah Astro. Namun, masih ditemukan beberapa kendala yang berpotensi menurunkan continuous intention pengguna. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi continuous intention penggunaan aplikasi quick commerce, dengan mengintegrasikan Technology Acceptance Model (TAM) dan system quality. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 120 responden yang merupakan pengguna aplikasi Astro Generasi Z dan Milenial di wilayah Jadetabek. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.1. Hasil penelitian menunjukkan bahwa system quality berpengaruh positif dan signifikan terhadap perceived ease of use dan perceived value. Selanjutnya, perceived ease of use berpengaruh positif dan signifikan terhadap perceived value dan continuous intention. Selain itu, perceived value juga berpengaruh positif dan signifikan terhadap continuous intention. Penelitian ini memberikan kontribusi positif terhadap pengembangan teori TAM dalam konteks quick commerce dan membantu penyedia layanan dalam merancang strategi yang berfokus pada peningkatan kualitas sistem, kemudahan penggunaan, dan nilai sistem guna mendorong niat berkelanjutan penggunaan layanan quick commerce. ***** 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 who is Gen Z and Millennial users of the Astro app in the Jadetabek 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 indicates 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.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A.; 2). Dr. Osly Usman, S.E., M.Bus., M.Syst.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Vita Putri Hapsari .
Date Deposited:	21 Aug 2026 03:24
Last Modified:	21 Aug 2026 03:24
URI:	http://repository.unj.ac.id/id/eprint/72728

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