Year: 2024 | Month: June | Volume: 11 | Issue: 6 | Pages: 147-157
DOI: https://doi.org/10.52403/ijrr.20240617
The Effect of Social Influence and Habit on Use Behavior with Behavioural Intention as an Intervening Variable in the Gojek Application User at the Medan Helvetia District
Rizkya Paulita Nasution1, Beby Karina F. Sembiring2, Syafrizal Helmi Situmorang3
1,2,3Department of Management, Faculty of Economics and Business Universitas Sumatera Utara, Indonesia
Corresponding Author: Rizkya Paulita Nasution
ABSTRACT
This study aims to determine the effect of social influence and habit on Use Behavior with Behavioural Intention as an intervening variable in Gojek application users in the Medan Helvetia District. This research is associative research, and the data type used is quantitative. The population and sample in this study are 130 users of the Gojek application in Medan Helvetia District, with accidental sampling techniques. The data analysis techniques used are descriptive statistical analysis and structural equation modelling (SEM). The results of this study indicate that social influence and habit simultaneously have a positive and significant effect on the Use Behavior of Gojek application users in the Medan Helvetia District. Social influence and habituation positively and significantly affect behaviour and intention in users of the Gojek application in the Medan Helvetia sub-district. Social influence and habit through Behavioural Intention positively and significantly affect the Use Behavior of Gojek application users in the Medan Helvetia District. The behavioural intention positively and significantly affects the Use Behavior of Gojek application users in the Medan Helvetia District. The most dominant influence on use behaviour is habit.
Keywords: social influence, habit, use behaviour, behavioural intention.
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