ANALISIS PERILAKU PENGGUNA LAYANAN SHOPEEFOOD BERDASARKAN MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY

This study aimed to analyze user behavior towards ShopeeFood services using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The variables studied included Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Behavioral Intention, and Use Behavior. The sample consisted of ShopeeFood app users selected through purposive sampling. The research employed a quantitative approach with data collected via questionnaires. Instrument validation included Outer model assessment for convergent validity, discriminant validity, and reliability testing. Data analysis was conducted using the SEM-PLS method, specifically the Inner model. Hypothesis results indicated that Effort Expectancy did not significantly influence Behavioral Intention, whereas Performance Expectancy, Social Influence, and Facilitating Condition significantly impacted Behavioral Intention. Use Behavior was significantly influenced by Behavioral Intention. It is recommended that companies regularly collect customer feedback to enhance service quality. This study provided valuable insights for companies and knowledge for readers.