PENGARUH EFFORT EXPECTANCY DAN SOCIAL INFLUENCE TERHADAP USE BEHAVIOR MELALUI BEHAVIOR INTENTION (SURVEI PADA KONSUMEN TOMORO COFFEE PONOROGO PENGGUNA E-VOUCHER TIKTOK)

This study aims to examine the effects of Effort Expectancy and Social Influence on Use Behavior through Behavioral Intention among Tomoro Coffee consumers in Ponorogo who use TikTok E-Vouchers. The population in this study consisted of consumers or users of Tomoro Coffee E-Vouchers in Ponorogo. This research employed a quantitative method with an accidental sampling technique, in which respondents were selected based on convenience or incidental encounters. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS software.

The results of the analysis show that Effort Expectancy has a positive and significant effect on Behavioral Intention, Social Influence has a positive and significant effect on Behavioral Intention, and Behavioral Intention has a positive and significant effect on Use Behavior. Furthermore, Effort Expectancy has a positive and significant effect on Use Behavior through Behavioral Intention as a mediating variable. Social Influence also has a positive and significant effect on Use Behavior through Behavioral Intention as a mediating variable.

Keywords: Effort Expectancy, Social Influence, Behavioral Intention, Use Behavior.