POST PURCHASE BEHAVIOUR IMPACT WITH UTAUT

The rapid growth of the restaurant industry in Indonesia has driven the adoption of Self-Order Kiosks (SOK) to enhance service efficiency and customer experience. This study explores the impact of SOK usage on post purchase behavior in fastfood restaurants using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The variables examined include performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit. The research employs a quantitative approach through a survey of 400 fast-food restaurant customers. Regression analysis results indicate that performance expectancy, effort expectancy, and social influence significantly influence post-purchase behavior. Additionally, facilitating conditions and habit play a crucial role in sustaining SOK adoption. This study provides insights for the restaurant industry on optimizing SOK implementation to improve customer satisfaction and brand loyalty. The think about comes about show that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit altogether affect postpurchase behavior among fast-food eatery clients utilizing Self-Order Stands (SOK). Encouraging conditions, propensities, and ease of get to moreover play a pivotal part in supporting SOK selection, whereas hedonic inspiration has no critical impact on buyer choices. This recommends that clients prioritize effectiveness, speed, and comfort over delight when utilizing SOK for requesting nourishment. The ponder highlights the significance of optimizing interface plan, giving specialized bolster, and leveraging social impact to boost SOK selection. Also, eateries can utilize price based showcasing procedures, personalized advancements, and client propensities to improve fulfillment, brand devotion, and engagement, fortifying competitiveness and moving forward client encounter within the long run.