ANALISIS PENGARUH TASK CHARACTERISTICS, TECHNOLOGY CHARACTERISTICS, TASK–TECHNOLOGY FIT, INTRINSIC MOTIVATION, DAN EXTRINSIC MOTIVATION TERHADAP USAGE BEHAVIOR APLIKASI STRAVA

ANALYSIS OF THE EFFECT OF TASK CHARACTERISTICS, TECHNOLOGY CHARACTERISTICS, TASK–TECHNOLOGY FIT, INTRINSIC MOTIVATION, AND EXTRINSIC MOTIVATION ON USAGE BEHAVIOR OF THE STRAVA APPLICATION

Perkembangan aplikasi kebugaran digital seperti Strava mendorong perubahan dalam aktivitas olahraga berbasis teknologi, sehingga penting untuk memahami faktor yang mempengaruhi perilaku penggunaan (usage behavior). Penelitian ini bertujuan untuk menganalisis pengaruh task characteristics, technology characteristics, task–technology fit, intrinsic motivation, dan extrinsic motivation terhadap usage behavior pada pengguna aplikasi Strava. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan melibatkan 200 responden pengguna aktif Strava di Kota Surabaya. Hasil penelitian menunjukkan bahwa task characteristics dan technology characteristics berpengaruh signifikan terhadap task–technology fit, serta task–technology fit berpengaruh signifikan terhadap intrinsic motivation dan usage behavior. Selain itu, intrinsic motivation dan extrinsic motivation juga berpengaruh signifikan terhadap usage behavior. Temuan ini menunjukkan bahwa kesesuaian teknologi dengan kebutuhan aktivitas serta faktor motivasi menjadi penentu penting dalam mendorong penggunaan aplikasi Strava secara berkelanjutan.

The development of digital fitness applications such as Strava has driven changes in technology-based sports activities, making it important to understand the factors that influence usage behavior. This study aims to analyze the effect of task characteristics, technology characteristics, task–technology fit, intrinsic motivation, and extrinsic motivation on the usage behavior of Strava application users. This study employs a quantitative approach using Structural Equation Modeling based on Partial Least Squares (PLS-SEM), involving 200 active Strava users in Surabaya City as respondents. The results show that task characteristics and technology characteristics have a significant effect on task–technology fit, and task–technology fit has a significant effect on intrinsic motivation and usage behavior. In addition, intrinsic motivation and extrinsic motivation also have a significant effect on usage behavior. These findings indicate that the alignment between technology and activity needs, as well as motivational factors, play an important role in encouraging the sustained use of the Strava application.