Analyzing Customer Intention to Continuously Use Starbucks Indonesia as a Branded Mobile Food Ordering App

Abstract

The use of mobile food ordering apps has given rise to several comparisons of experience, levels of satisfaction, and the intention to use them continuously for customers in Indonesia. This research aims to identify factors that influence customers’ continuous usage intention on branded mobile food ordering app, with Starbucks Indonesia as the research object that will be tested in this research. A quantitative approach using an online survey was conducted with 89 respondents that have experienced using Starbucks Indonesia mobile app within the last one month. Several hypotheses that are accepted include performance expectancy, effort expectancy, and hedonic motivation towards e-satisfaction; e-satisfaction towards habit; as well as facilitating conditions, price value, and habit towards continuous usage intention. Starbucks Indonesia is suggested to improve its application performance from the technological aspects and ease of access, expand the scope of mobile order and delivery service, improve customer service performance, as well as provide more attractive offers to increase customer satisfaction and the intention to continually use the app.

Keywords: Branded Mobile Food Ordering Apps, Continuous Usage Intention, Starbucks Indonesia