ANALYSIS OF FACTORS INFLUENCING CONTINUANCE INTENTION AMONG DOTA PLUS USERS IN INDONESIA USING MODIFIED UTAUT2

Abstract

This study aims to examine the factors influencing continuance intention among Dota Plus users, including Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, and Habit. This research adopts a quantitative approach, and data collection is conducted using a questionnaire. The population of this study includes all consumers who have subscribed to Dota Plus in Indonesia. The sampling technique employed is nonprobability sampling, with a sample size of 150 individuals who have used Dota Plus in Indonesia, using a questionnaire as the data collection instrument. The data analysis technique used is the structural equation modeling-partial least squares (SEM-PLS) method with the assistance of SmartPLS 4.0 software. The results of this study indicate that Performance Expectancy, Effort Expectancy, Facilitating Conditions, Price Value, and Habit have a positive influence on the Continuance Intention of Dota Plus users. However, Social Influence and Hedonic Motivation do not have a positive influence on the Continuance Intention of Dota Plus users.