Abstract:
This study investigates the Kopi Kenangan mobile application in Greater
Jakarta to assess how personalization, ease of use, and usefulness affects consumer
purchase intentions. The necessity for companies to improve app-based customer
engagement and the growing digitalization of the food and beverage sector are the
driving forces behind the study. A structured questionnaire was given to 282 app
users as part of a quantitative approach. Multiple regression, T-tests, and F-tests
were used to examine the data. The findings indicate that purchasing intentions are
significantly influenced favorably by both personalization and ease of use, with
ease of use having the greatest impact. However, there is a weak individual
influence on usefulness. All three factors combined had a statistically significant
impact. Findings provide suggestions for developing mobile applications methods,
especially in improving user experience to drive customer behaviour in digital
commerce, however the research is limited to a particular demography and area,
which could limit generality.
