PENGARUH PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY, DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION (Studi Kasus Pengguna Aplikasi Fore Coffee di Kota Malang)

The development of digital technology has driven transformation in the Food & Beverages industry, particularly through ordering applications that enable consumers to conduct transactions without direct interaction with cashiers, thereby creating changes in consumer behavior when purchasing food and beverage products. This study aims to analyze factors influencing the purchase intention of Fore Coffee application users in Malang City using the Unified Theory of Acceptance and Use of Technology (UTAUT) model with three independent variables: Performance Expectancy, Effort Expectancy, and Social Influence as predictors of Purchase Intention. The research methodology employed a quantitative approach through online questionnaire distribution to 164 respondents who are Fore Coffee application users, with data analyzed using Structural Equation Modeling based on Partial Least Squares (PLS) through SmartPLS software. The research findings demonstrate that Performance Expectancy has a significant influence, Social Influence has a significant influence, while Effort Expectancy does not have a significant influence, with the research model capable of explaining 69% of Purchase Intention variability (R-Square 0.690). Performance Expectancy and Social Influence constitute the primary factors driving purchase intention, while Effort Expectancy is not significant as it has become a basic expectation among digital natives. These findings provide practical implications for Fore Coffee to focus on enhancing application performance and implementing social influence-based marketing strategies to increase consumer purchase intention.