Analyzing Consumer Behavioral Intention to Utilize Food Delivery Services in Ride-Hailing Apps: A Study of Malang’s Culinary MSME
Abstract
Background: The MSME sector, especially the food and beverage industry, is a critical pillar for national economic stability and employment. However, actual field conditions reveal that technological implementation among small business actors does not always progress smoothly. Moreover, previous empirical findings concerning the effects of UTAUT constructs on technology adoption intentions within small enterprises still yield inconsistent and contradictory results.
Method: This study employed a quantitative approach with explanatory and correlational research design. A sample of 173 Culinary SME respondents was selected using purposive sampling were collected through closed questionnaires with a 1-5 Likert scale. Data analysis utilized Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4.0 software.
Results: The result showed that the structural model reveals a highly synchronized, positive network of behavioral and infrastructural dependencies. The verification of Effort Expectancy confirms that application simplicity is an essential catalyst in reducing initial resistance to technology.
Conclusion: This study validates the UTAUT model within the supply-side ecosystem of culinary MSMEs in Malang City. Empirical findings show that digital transformation in small food businesses is driven by a synchronized mix of cognitive, social, and structural factors. Specifically, performance expectancy, effort expectancy, social influence, and facilitating conditions shape merchants' intentions to adopt online food delivery platforms. Ultimately, behavioral intention and facilitating conditions successfully translate this willingness into sustained, routine technology usage.
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