PENGARUH KEPERCAYAAN MEREK DAN PERSEPSI MANFAAT TERHADAP NIAT PENGGUNAAN BERKELANJUTAN APLIKASI HALODOC (Studi Pada Masyarakat Kota Malang)

This study examines the impact of brand trust and perceived usefulness on the continued intention to use the Halodoc telemedicine application in Malang City. Using a quantitative causal design, data from 245 respondents were analyzed via multiple linear regression using IBM SPSS software. The results indicate that brand trust (t=5.471, p<0.001) and perceived usefulness (t=3.568, p<0.001) have a significant positive effect, both partially and simultaneously (F=36.722, p<0.001), on continued usage intention. Together, these variables account for 22.6% of the variance (Adjusted R² = 0.226). Ultimately, these findings theoretically contribute to the Technology Acceptance Model (TAM) literature in a post-adoption context by integrating brand trust alongside perceived usefulness as a core determinant of user behavior. Practically, telemedicine platforms are advised to prioritize strengthening brand trust and enhancing service utility to sustain long-term user engagement.