PENGARUH PERCEIVED USEFULNESS TERHADAP CONTINUANCE INTENTION MELALUI CUSTOMER SATISFACTION (Studi Pada Penggunaan QR Code Di Mie Gacoan Jember)

Abstract

tion through Customer Satisfaction in the use of QR Code for food ordering at Mie Gacoan Jember. The increasing adoption of digital technology in the restaurant industry aims to improve service efficiency and enhance customer experience. However, the sustainability of technology usage depends on users’ perceived benefits and satisfaction. Therefore, this research aims to analyze the direct effect of Perceived Usefulness on Continuance Intention, the effect of Perceived Usefulness on Customer Satisfaction, the effect of Customer Satisfaction on Continuance Intention, and the mediating role of Customer Satisfaction in the relationship between Perceived Usefulness and Continuance Intention. This study employed a quantitative explanative approach. Data were collected through questionnaires distributed to customers who had used the QR Code at Mie Gacoan Jember. The data analysis was conducted using Structural Equation Modeling– Partial Least Squares (SEM-PLS) with SmartPLS 4 to examine both direct and indirect relationships among variables. The results show that Perceived Usefulness has a positive and significant effect on Continuance Intention and Customer Satisfaction. Furthermore, Customer Satisfaction significantly influences Continuance Intention and mediates the relationship between Perceived Usefulness and Continuance Intention. These findings support the Technology Acceptance Model and Expectation Confirmation Model in explaining customers’ continued use of digital ordering systems. In conclusion, the perceived benefits of QR Code enhance customer satisfaction, which subsequently strengthens customers’ intention to continue using the system. Restaurants are therefore encouraged to continuously improve the functionality and user experience of QR Code-based services to maintain long-term customer engagement.