Niat Penggunaan Kembali Aplikasi Online Food Delivery Pada Generasi Z: Perspektif TAM dan Price Saving

Ahmad Imanudin; Rahajeng Arundati

doi:10.47709/jebma.v6i2.8476

Authors

Ahmad Imanudin Universitas Nahdlatul Ulama Yogyakarta
Rahajeng Arundati Universitas Nahdlatul Ulama Yogyakarta

DOI:

https://doi.org/10.47709/jebma.v6i2.8476

Keywords:

Attitude, Generasi Z, Intention to Reuse, Price Saving, Technology Acceptance Model

Abstract

Fenomena layanan pesan antar makanan daring di Indonesia mengalami akselerasi luar biasa yang memicu perubahan perilaku konsumen secara permanen (sticky behavior). Pertumbuhan masif ini menuntut pemahaman mendalam mengenai determinan penggunaan berkelanjutan, terutama pada segmen mahasiswa Generasi Z yang merupakan digital natives dengan keterbatasan anggaran. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived usefulness, perceived ease of use, dan price saving terhadap intention to reuse melalui attitude sebagai variabel mediasi. Melalui pendekatan kuantitatif eksplanatori, data primer dikumpulkan dari 201 responden mahasiswa di Daerah Istimewa Yogyakarta menggunakan kuesioner elektronik dengan teknik purposive sampling. Analisis data dilakukan dengan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) menggunakan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian membuktikan bahwa perceived usefulness, perceived ease of use, dan price saving berpengaruh positif dan signifikan terhadap attitude. Selanjutnya, attitude terbukti berpengaruh positif dan signifikan terhadap intention to reuse. Di antara seluruh variabel independen yang diuji, faktor penghematan harga (price saving) ditemukan sebagai prediktor yang paling dominan dalam membentuk sikap positif pengguna. Kesimpulan penelitian menegaskan bahwa kombinasi manfaat fungsionalitas teknologi dan efisiensi biaya moneter menjadi kunci utama loyalitas penggunaan kembali aplikasi. Temuan ini memberikan implikasi strategis bagi penyedia layanan untuk menyelaraskan strategi promosi harga dengan pengembangan antarmuka aplikasi yang intuitif guna mempertahankan niat penggunaan kembali secara berkelanjutan.

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