Continuance Intention Pengguna Tokopedia: Technology Continuance Theory dengan Trust dan Perceived Risk

Abstrak

This study examines the factors influencing Tokopedia users' continuance intention by extending Technology Continuance Theory (TCT) with trust and perceived risk. The topic is important because the rapid growth of e-commerce does not necessarily guarantee the long-term retention of users, while trust and perceived risk remain critical considerations in online transactions. A quantitative approach was employed through a survey of state university students in Surabaya who actively use Tokopedia. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that attitude has a positive and significant effect on continuance intention. Perceived usefulness significantly affects attitude and satisfaction, perceived ease of use positively influences perceived usefulness, and confirmation positively affects perceived usefulness and satisfaction. Perceived risk significantly influences trust. However, perceived usefulness, satisfaction, trust, and perceived risk do not have a direct effect on continuance intention. Furthermore, trust does not mediate the relationship between perceived risk and satisfaction or continuance intention. These results highlight that users' positive attitudes are the primary driver of continued Tokopedia usage and demonstrate the relevance of extending TCT with trust and perceived risk in the e-commerce context.

Keywords: Technology Continuance Theory, Continuance Intention, Trust, Perceived Risk, Tokopedia

ABSTRAK

Abstrak Penelitian ini menganalisis faktor-faktor yang memengaruhi continuance intention pengguna Tokopedia dengan mengembangkan Technology Continuance Theory (TCT) melalui penambahan variabel trust dan perceived risk. Topik ini penting karena pertumbuhan e-commerce yang pesat belum tentu menjamin keberlanjutan penggunaan platform, sementara kepercayaan dan persepsi risiko menjadi pertimbangan utama dalam transaksi daring. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap mahasiswa Perguruan Tinggi Negeri di Surabaya yang aktif menggunakan Tokopedia. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa attitude berpengaruh positif dan signifikan terhadap continuance intention. Perceived usefulness berpengaruh signifikan terhadap attitude dan satisfaction, perceived ease of use berpengaruh positif terhadap perceived usefulness, serta confirmation berpengaruh positif terhadap perceived usefulness dan satisfaction. Perceived riskterbukti berpengaruh signifikan terhadap trust. Namun, perceived usefulness, satisfaction, trust, dan perceived risk tidak berpengaruh langsung terhadap continuance intention. Selain itu, trust tidak mampu memediasi hubungan perceived risk terhadap satisfaction maupun continuance intention. Temuan ini menegaskan bahwa sikap positif pengguna menjadi faktor utama yang mendorong keberlanjutan penggunaan Tokopedia serta menunjukkan relevansi pengembangan TCT dengan trust dan perceived risk dalam konteks e-commerce.

Kata kunci: Technology Continuance Theory, Continuance Intention, Trust, Perceived Risk, Tokopedia