Rizal Justian Setiawan, Khakam Ma'ruf, Rina Astini, Ami Pujiwati, Nur Azizah, Fatimatuzzahro, Amna Rusmala, Viola Indriana Sofie, Nur Evirda Khosyiati
This study investigates the determinants of Indonesian consumers' interest in using online food delivery applications (FDAs) by applying an extended Theory of Planned Behavior (TPB). The total of 710 respondents participated in an online survey, representing mostly young adults aged 25-34 years, single, and active users of FDAs such as GoFood, GrabFood, MaximFood, or ShopeeFood. The proposed model incorporated traditional TPB constructs including attitude (AT), subjective norms (SN), and perceived behavioral control (PBC), along with hedonic motivation (HM), information quality (IQ), price (PR), and restaurant credibility (RC), to provide a more comprehensive understanding of consumer adoption behavior. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), which confirmed that all hypothesized relationships were significant. Among the predictors, PBC and HM emerged as the strongest drivers of intention to use (IU), while AT, IQ, PR, SN, and RC also contributed positively, though to varying degrees. IU was further found to predict actual use (AU), underscoring the robustness of the intention-behavior link. These findings demonstrate that consumer decisions to adopt FDAs are influenced not only by rational and utilitarian considerations but also by experiential and emotional factors. The study enriches TPB-based consumer behavior research and provides practical implications for enhancing application usability, trust, and customer engagement in Indonesia's growing digital food service sector. © 2025 IEEE.
National Chung Hsing University, College of Law and Politics, Dept of Asia and China Studies, Taichung, Taiwan; Gadjah Mada University, Faculty of Engineering, Dept of Industrial Engineering, Yogyakarta, Indonesia; Universitas Mercu Buana, Faculty of Economics and Business, Dept of Management, Jakarta, Indonesia; Universitas Terbuka, Faculty of Economics, Dept of Management, Jakarta, Indonesia; National Cheng Kung University, College of Medicine, Dept of Public Health, Tainan, Taiwan; National Chung Hsing University, College of Agriculture, Dept of International Master Program of Agriculture, Taichung, Taiwan; Universitas Negeri Surabaya, Faculty of Vocational, Dept of Applied Culinary, Surabaya, Indonesia; Universitas Negeri Yogyakarta, Faculty of Engineering, Dept of Culinary Technology Education, Yogyakarta, Indonesia
