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p-Index From 2021 - 2026
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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Saifuddin Zuhri
Universitas Islam Darul ‘Ulum Lamongan
Economics, Econometrics & Finance

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The Association Between User Experience (UX) and Intention to Reuse in Digital Marketing Applications in East Java, Indonesia: A Quantitative Approach Using the Technology Acceptance Model Ali Muhajir; Ratna Deli Sari; Saifuddin Zuhri; Meci Nilam Sari; Monesta Cici Ijan
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 5 (2026): Volume 4, Issue 5, September 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i5.1862

Abstract

  Purpose – This study examines the relationships among User Experience (UX), Perceived Ease of Use, Perceived Usefulness, and Intention to Reuse within the Technology Acceptance Model (TAM) among digital marketing application users in East Java, Indonesia. Design/methodology/approach – A quantitative research approach was employed using a structured questionnaire distributed to 150 respondents selected through purposive sampling. The study investigates User Experience as the exogenous variable, while Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Intention to Reuse (IR) serve as endogenous variables. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. Finding/Results – User Experience was positively associated with Perceived Ease of Use and Perceived Usefulness. Perceived Ease of Use was positively associated with Perceived Usefulness and Intention to Reuse, while Perceived Usefulness was positively associated with Intention to Reuse. All five hypothesized relationships were statistically significant. The model explained 57.3% of the variance in Perceived Ease of Use, 69.1% in Perceived Usefulness, and 73.4% in Intention to Reuse. Construct-specific Q² values of 0.428, 0.526, and 0.578, respectively, indicated predictive relevance. These associations should be interpreted within the cross-sectional design. Originality/Value – This study contributes to the literature on technology acceptance within the context of digital marketing applications in Indonesia and provides practical implications for application developers and digital marketing practitioners seeking to enhance user retention and engagement.
Co-Authors Ali muhajir, Ali Meci Nilam Sari Monesta Cici Ijan Ratna Deli Sari