<![CDATA[This research addresses declining Bukalapak traffic and competitiveness against platforms such as Shopee, Tokopedia, and Lazada. This study examines the influence of performance expectancy, effort expectancy, social influence, and facilitating conditions on consumers’ intention to continue using the Bukalapak application in Indonesia. A quantitative approach was employed through a survey of 100 respondents selected using purposive sampling. Data were analyzed using validity, reliability, coefficient of determination, t-test, and F-test. Findings show that all four independent variables positively and significantly influence users’ intention to continue using Bukalapak, with social influence demonstrating the strongest contribution. The coefficient of determination indicates that these variables explain 65.9% of variance in behavioral intention. These findings support the applicability of the Unified Theory of Acceptance and Use of Technology (UTAUT) in explaining consumer behavior in digital marketplaces. The study recommends strengthening innovation, ecosystem integration, social-commerce engagement, and technological infrastructure to improve sustainable user adoption and competitiveness.]]>
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