TAM-Based Study on the Adoption of Mobile Food Delivery Apps for Coffee Business in Indonesia's Urban Areas: Customer Perceptions and Satisfaction

Mobile technology has transformed customer consumption patterns, particularly food and drink consumption, which is increasingly dependent on digital applications. Kopi Jago is a business that uses a mobile food delivery app to order and deliver coffee to customers and has no physical outlet, relying instead on digital platforms and mobile fleets. The firm does business via online and offline channels customers can order using the mobile food delivery app or purchase directly from mobile coffee carts if they happen to come by. However, the determinants of customer satisfaction for such an app have yet to be extensively researched. This research aims to investigate such determinants with an extended Technology Acceptance Model (TAM). Independent variables examined are Delivery Time, Compatibility, Trust, Easy Registration, Mobility, Perceived Usefulness, Perceived Ease of Use, and Customer Satisfaction. Mixed-methods research was employed, with quantitative analysis by Partial Least Squares (PLS) and qualitative analysis by thematic analysis. Data were collected from 100 purposively chosen respondents using questionnaires. The findings indicate that Delivery Time and trust positively and significantly influence Perceived Usefulness, whereas Compatibility positively but not significantly influences Perceived Usefulness. Easy Registration and Mobility significantly influence Perceived Ease of Use, with Mobility exerting a more influential effect. Furthermore, Perceived Ease of Use has a significant influence on Perceived Usefulness but not on Customer Satisfaction. On the other hand, Perceived Usefulness positively affects Customer Satisfaction.