Abstract
E-commerce is one of the industries that are able to grow in the middle of the crisis because of the COVID-19 pandemic. This research aims to investigate the factors that influence the continuance intention of online shopping services in the scope of e-commerce. This research uses perceived ease of use as an independent variable that affects the intention with perceived usefulness and trust as mediating variables. This research is categorized as explanatory research. Respondents in this study are Klikindomaret users and the determination of the number of samples in this study using purposive sampling technique with a total sample of 170 respondents. The data collection method used a questionnaire and the data was analyzed using PLS-SEM. The findings of this study indicate that perceived ease of use, perceived usefulness, and trust have a significant effect on continuance intention. Perceived usefulness and trust also play a role in mediating the relationship between perceived ease of use and continuance intention.
Highlights
The covid-19 pandemic caused several business industries to experience a decline in performance, but not the e-commerce industry
Respondents with an income of 1 - 3 million / month amounted to 102 people (60%), respondents with an income> 3-6 million / month were 43 people (25.3%), respondents with an income> 6 - 9 million / month amounted to 17 people (10%), respondents with income> 9 million/month amounted to 8 people (4.7%)
The results of this study support the results of research conducted by Alain (2013), which shows the important role of perceived ease of use in increasing continuance intention in the context of e-commerce, where the higher the consumer feels the ease of making transactions using digital services, the more consumers intend to use it. the service will increase
Summary
The covid-19 pandemic caused several business industries to experience a decline in performance, but not the e-commerce industry. E-commerce according to Pusparisa (2020) is a business industry that is experiencing growth during the Covid-19 pandemic, especially the retail and wholesale sectors. The restrictions on community activities by the Indonesian government due to the current covid-19 pandemic have encouraged people's shopping habits to shop via the internet (Chaudhary, 2020). A company in Indonesia that exploit phenomenon of using internet-based technology in the midst of the current Covid-19 pandemic is Indomaret by providing innovative online shopping services through the Klikindomaret application (Yunianto, 2020). Klikindomaret which has the motto easy and safe online shopping is the application with the highest rating on the Google Play Store compared to applications that have similar services such as Alfagift, Transmart Home Delivery, and Happyfresh as of March 2021
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