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Research Paper | Marketing | Indonesia | Volume 8 Issue 9, September 2019

The Analysis of Customer Continuance Intention towards Go-Food Service using UTAUT2 Model

Raditio Prima Laksono | Indrawati Dra ^[2]

Abstract: In the current era of information and communication technology, communication is very important and needed in everyone's life, business and education. The advantage of this opportunity was taken by Go-Jek Company, in 2015 Go-Jek launched an ordered food by application service called Go-Food. The number of Go-Food partners has now reached 300 thousand. This research aims to analyze factors influencing continuance intention of Go-Food services in Indonesia. A research model used in this research is a Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) which added Trust variable. This study using quantitative method; therefore the data collected through online questionnaire with 402 respondent and the respondent aged 15-60 years old. The data obtained will be tested for reliability and validity using SPSS. The result revealed that there are five factors in the Modified UTAUT2 Model which significantly influence the continuance intention of Go-Food adoption, namely Habit, Trust, Hedonic Motivation, Price Value and Facilitating Condition. In terms of moderating factors, both Age and Gender are not moderating any influences of factors towards Continuance Intention. The model can predict strongly the continuance intention of consumers towards Go-Pay services in Indonesia since the R² is 67.9%. This model can be used by Go-Food management in making decisions to maintain the continuance intention of consumers towards Go-Food adoption by paying attention to those factors and their indicators.

Keywords: Go-Food Service, Continuance Intention, Modified UTAUT2, Bandung

Edition: Volume 8 Issue 9, September 2019,

Pages: 1759 - 1762