The Moderating Role of UTAUT in the Relationship Between E-Service Quality and Purchase Intention

Abstract

The swift evolution of digital technology within the food and beverage sector has significantly reshaped consumer habits, especially regarding the integration of tech-driven services in coffee shops. To meet customer expectations, companies must provide digital services that are efficient, reliable, and user-centric. In the modern marketplace, consumer assessment extends beyond product inherent quality to include technological features and online service standards. E-service quality, therefore, acts as a fundamental driver of purchase intention, with its significance highlighted by the UTAUT framework's capacity to evaluate consumer adoption behavior. Focusing on Faste Coffee patrons in Bandar Lampung, this investigation aims to analyze how e-service quality influences consumer purchase intentions, with a particular emphasis on examining the moderating role played by the UTAUT model. This quantitative investigation utilized a purposive sampling technique to select a sample of 385 respondents who met the specific eligibility criteria. Data collection was carried out via structured questionnaires, while the structural relationships were evaluated using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Statistical analysis reveals that the mechanism through which e-service quality influences purchase intention is complex, as the UTAUT model functions as both an intervening mediator and a significant moderator within this dynamic.