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All Journal Jurnal Manajemen dan Agribisnis ETIKONOMI
Rahmatulloh, Febriandi
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Customer Re-Use Model of Online Vegetables and Fruit Grocery Platform in Indonesia Shalihati, Fithriyyah; Jayawinangun, Roni; Rahmatulloh, Febriandi
Jurnal Manajemen & Agribisnis Vol. 20 No. 3 (2023): JMA Vol. 20 No. 3, November 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jma.20.3.500

Abstract

The online customer satisfaction including re-use behaviour concept has been examined in the literature since the development of mobile and digital activity accelerated for the past two years. In order to determine sustainability of online fruit and vegetables grocery platform utilization in practice, not only understanding adoptions but also it is becoming crucial to have detailed understanding of its drivers continuation of re-using behaviour. Unified Theory of Acceptance and Use of Technology (UTAUT) widely used to observe adoptions of technology more specifically online grocery. In this research we will try to use UTAUT used to identify key driving factors of re-use behaviour. We run primary data collection by survey with probabilistic sampling techniques for existing users of top 2 online vegetables and fruit grocery and test the model using hierarchical multiple regression analysis. Sampling is not only conducted for the one that continues to use the platform but also switchers or stop using the services to gain complete understanding and point of view. Several key observations such as expectation, trust, risk, time, enjoyment and innovativeness will become important variables to extend the baseline. Detailed understanding of key driver using behaviour can be utilized as important business metrics to improve customer stickiness and provide personalized offering. Keywords: customer re-use, online grocery platform, utaut, structural equations model
Clustering Indonesian Neobanking Users Through Extended UTAUT 3 for Retention Campaign Strategy Rahmatulloh, Febriandi; Sumarwan, Ujang; Hartoyo, Hartoyo; Sartono, Bagus
ETIKONOMI Vol. 24 No. 2 (2025)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i2.42599

Abstract

Research Originality: This study develops a behavior-anchored segmentation framework for Indonesian neobank users by extending the Unified Theory of Acceptance and Use of Technology (UTAUT-3) with trust and marketplace application usage, providing deeper insights into user behavior. Research Objectives: The research aims to identify distinct neobank user segments and key behavioral drivers to support targeted strategies in digital financial services. Research Method: An extended UTAUT-3 model incorporating trust and marketplace usage was validated through Structural Equation Modeling (SEM). Balanced Iterative Reducing and Clustering using Hierarchies (BIRCH) clustering was applied to data from 386 active users, with segment validity confirmed using Elbow, Gap, and Silhouette methods. Empirical Results: The results revealed that trust, habit, and marketplace usage emerged as primary drivers of engagement and user recommendations. This study identifies four user segments: transitioning explorers, urban occasionalists, rural digital enthusiasts, and cost-conscious digital natives. Implications: Urban Occasionalists and Rural Digital Enthusiasts show strong potential for long-term growth. Targeted engagement and personalized retention strategies for these segments can enhance customer lifetime value and strengthen user advocacy. JEL Classification: G21, M31, C38
Co-Authors Bagus Sartono Hartoyo Hartoyo Roni Jayawinangun Shalihati, Fithriyyah Ujang Sumarwan