Factors Influencing Customer Decisions in Using the GoFood Application in Indonesia: A Structural Equation Modeling Verification

Abstract

In order to get a more in-depth analysis of the factors affecting GoFood customers in using their service in Indonesia, there should be conducted more comprehensive research regarding this issue. The first aim of the study was to determine the influence of perceived usefulness, ease of use, enjoyment, trust, and social influence on attitude and behavioral intention, and also the influence of attitude on behavioral intention of GoFood users. The respondents of this research were 303 GoFood users in Indonesia. The structural equation modeling was applied in this study, and it was analyzed with the help of AMOS 23 application. It was found out that perceived usefulness, ease of use, enjoyment, trust, and social influence have a significant effect on attitude. Also, perceived usefulness, trust, social influence and attitude have a significant effect on behavioral intention in using GoFood, but the effect of enjoyment on behavioral intention is insignificant.