The Association Between User Experience (UX) and Intention to Reuse in Digital Marketing Applications in East Java, Indonesia: A Quantitative Approach Using the Technology Acceptance Model

Ali Muhajir; Ratna Deli Sari; Saifuddin Zuhri; Meci Nilam Sari; Monesta Cici Ijan

doi:10.61255/jeemba.v4i5.1862

Authors

Ali Muhajir Universitas Islam Darul ‘Ulum Lamongan
Ratna Deli Sari Universitas Sangga Buana
Saifuddin Zuhri Universitas Islam Darul ‘Ulum Lamongan
Meci Nilam Sari STIA Adabiah Padang
Monesta Cici Ijan Sekolah Tinggi Ilmu Bisnis Kumala Nusa

DOI:

https://doi.org/10.61255/jeemba.v4i5.1862

Keywords:

User Experience, Digital Marketing Applications, Technology Acceptance Model, Perceived Ease of Use, Perceived Usefulness, Intention to Reuse

Abstract

Purpose – This study examines the relationships among User Experience (UX), Perceived Ease of Use, Perceived Usefulness, and Intention to Reuse within the Technology Acceptance Model (TAM) among digital marketing application users in East Java, Indonesia.

Design/methodology/approach – A quantitative research approach was employed using a structured questionnaire distributed to 150 respondents selected through purposive sampling. The study investigates User Experience as the exogenous variable, while Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Intention to Reuse (IR) serve as endogenous variables. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software.

Finding/Results – User Experience was positively associated with Perceived Ease of Use and Perceived Usefulness. Perceived Ease of Use was positively associated with Perceived Usefulness and Intention to Reuse, while Perceived Usefulness was positively associated with Intention to Reuse. All five hypothesized relationships were statistically significant. The model explained 57.3% of the variance in Perceived Ease of Use, 69.1% in Perceived Usefulness, and 73.4% in Intention to Reuse. Construct-specific Q² values of 0.428, 0.526, and 0.578, respectively, indicated predictive relevance. These associations should be interpreted within the cross-sectional design.

Originality/Value – This study contributes to the literature on technology acceptance within the context of digital marketing applications in Indonesia and provides practical implications for application developers and digital marketing practitioners seeking to enhance user retention and engagement.

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