Online Grocery Marketplace Users’ Continuance Intention in Indonesia: The Influence of Customer Satisfaction and Perceived Usefulness

The online grocery marketplace is widely known to Indonesian people, but it is still not accepted by them for routine use. However, previous studies were focused on online grocery acceptance. This study aims to determine the factors that influence users’ continuance intentions when using online grocery marketplace applications. This study employed a quantitative approach, using a questionnaire that included 285 respondents. Data processing was performed using covariancebased structural equation modeling. This study found that customer satisfaction and perceived usefulness influence users’ continuance intention toward online grocery marketplace. However, security, privacy, and content quality do not influence customer satisfaction. Online grocery marketplace developers can use this study to improve their services.