Extension of the Utaut2-ECM Model: The Role of Brand Trust and Service Quality on the Intention to Continue Using the Alfagift Application of Indonesian Middle-Class Consumers
DOI:
https://doi.org/10.38035/dijemss.v8i1.6818Keywords:
UTAUT2, Brand Trust, Continuance Intention, Omnichannel, Middle Class, AlfagiftAbstract
This study analyzes factors influencing continuance intention to use the Alfagift application among Indonesian middle-class consumers by integrating the UTAUT2-ECM model with Brand Trust as a mediating variable. The exogenous variables examined include Online Shopping Service Quality (OSSQ), Performance Expectancy (PE), Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Price Value (PV), Habit (HA), and Perceived Risk (PR). Using a quantitative approach, data were collected from 323 active Alfagift users who used the application at least once per month and were categorized as middle-class consumers based on BPS (Statistics Indonesia) criteria. The data were analyzed using PLS-SEM.The results show that Habit is the strongest predictor of continuance intention (β = 0.504; p < 0.001), followed by Brand Trust (β = 0.244; p < 0.01) and Performance Expectancy (β = 0.120; p < 0.05). In contrast, Social Influence (p = 0.156) and Hedonic Motivation (p = 0.058) do not significantly affect continuance intention. OSSQ showed the strongest association with Brand Trust (β = 0.549; p < 0.001). The results also indicate an indirect relationship between OSSQ and Continuance Intention through Brand Trust, supporting the mediating role of Brand Trust in the proposed model.
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