Pengaruh Habit, Impulsive Buying Tendency, dan Congruity with Self-image terhadap Intentions to Use dari Layanan Grabfood

The increasing technology development rate which is quite rapid is considered by human needs in its use for various kinds of needs and human activities, such as food needs. The presence of food delivery services has become a trend and solution for ordering food that is more efficient and practical. In just a few taps on your smartphone, food can be delivered to your doorstep. GrabFood as one of the food delivery services from the Grab super app is currently massively carrying out marketing strategies, such as by giving promo codes and discounts to consumers that are quite tempting for users, compared to its competitors who have started to abandon this strategy. However, food delivery service users in Indonesia tend to be more satisfied using GoFood from Gojek than Grabfood. Through this phenomenon, researcher wanted to find out whether performance expectancy, habits, impulse buying tendencies, and congruity with selfimage had took a part to influence the continued intentions to use from food delivery services, especially on GrabFood. This research was conducted using a descriptive research design and data collected through questionnaires distributed online. Then the data processing was carried out by testing the relationship between variables using SPSS version 24 software