<![CDATA[Advances in digital technology have transformed the landscape of fitness activities, particularly through the use of fitness tracking apps. This study aims to analyze the influence of Perceived Usefulness, Lifestyle, and Social Influence on the Intention to Use paid (Premium) services among Strava app users in Surabaya. The research method used is quantitative with a causal approach. Data collection was conducted by distributing a digital questionnaire to respondents who are active users of the free version of Strava in Surabaya. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected via a digital questionnaire from 112 respondents who met the criteria of being active users of the free version of Strava, residing in Surabaya, being at least 15 years old, and being aware of the existence of premium features. The results of the study indicate that Perceived Usefulness, Lifestyle, and Social Influence have a positive and significant impact on forming the Intention to Use the Strava Premium service. The integration of functional benefits from advanced performance analysis, alignment with a commitment to a healthy lifestyle, and the encouragement of social interaction from the local community proved to be an effective combination of stimuli in triggering users’ intention to use the Strava Premium service.]]>
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