Analisis Niat Keberlanjutan Penggunaan Aplikasi Ajaib Menggunakan Expectation Confirmation Model (ECM) Dengan Penambahan Variabel Kebiasaan

Abstract

Abstract

App-based investing has widened access to Indonesia's capital market; however, attracting many users does not automatically translate into repeated platform use. This research investigates Ajaib users' intention to remain with the service by incorporating habit into the Expectation Confirmation Model (ECM). Questionnaire responses from 194 eligible users, recruited through purposive sampling, were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. Statistical inference relied on a two-sided bootstrap test with 5,000 resamples. The model accounted for 46.3% of continuance intention. Confirmation strengthened perceived usefulness (β = 0.400; p < 0.001) and satisfaction (β = 0.486; p < 0.001), while habit was the only significant direct antecedent of continuance intention (β = 0.506; p < 0.001). No significant effect was identified from perceived usefulness to satisfaction or continuance intention, or from satisfaction to continuance intention. Thus, meeting prior expectations improves users' evaluations after adoption, whereas recurring usage patterns more directly sustain their willingness to keep using Ajaib. Incorporating habit therefore improves ECM's relevance for explaining continuance in digital investment services.