TECHNOLOGY ACCEPTANCE MODEL APPROACH IN MEASURING USER BEHAVIOR OF ONLINE FOOD DELIVERY APPLICATIONS IN BANYUMAS DISTRICT

Abstract

Food delivery services are increasingly preferred as the internet develops, but food consumer and entrepreneurs need to be selective in choosing which ones can provide value to them. This study aims to examine the easy to use, usefullness and attitudes of behavioral intention in food delivery applications in Banyumas Regency. The data analysis method used is structural equation modeling-partial least squares (SEM-PLS). The number of respondents was 100. The sampling technique in this study used a purposive sampling method with criteria for a minimum age of 17 years, domiciled in the Banyumas Regency area, and had used shopee food for at least 1 month. Collecting data using a Likert scale questionnaire 1 to 5 by utilizing the google form. The results showed that all TAM variables had an effect on behavioral intention