Continuous Usage Intention in Online Food Delivery (OFD) During Covid-19: Case Study in Banda ACEH

This study analyzes the effect of using Online Food Delivery (OFD) in terms of design, namely design aesthetic appeal and design aesthetic formality on Continuous usage intention involving PAD theory (pleasure, arousal, and dominance) as a mediation during the COVID-19 period. Questionnaires were given to OFD users in Banda Aceh City, Indonesia, and managed to obtain 180 questionnaires. Based on SEM analysis, aesthetic formality affects the continuous usage intention but the aesthetic appeal does not. The result reveals that the use of design aesthetic appeal does not affect continuous usage intention, the use of design aesthetic formality affects continuous usage intention, the use of design aesthetic appeal affects pleasure, the use of design aesthetic appeal does not affect arousal, the use of design aesthetic appeal affects dominance, the use of design aesthetic formality affects pleasure, the use of design aesthetic formality does not affect arousal, the use of design aesthetic formality affects the dominance, pleasure does not affect the continuous usage intention, arousal does not affect continuous usage intention, dominance affects continuous usage intention, pleasure does not mediate the use of design aesthetic appeal on continuous usage intention, arousal does not mediate the use of design aesthetic appeal on continuous usage intention, dominance mediates design aesthetic appeal to continuous usage intention, pleasure does not mediate design aesthetic formality on continuous usage intention, arousal does not mediate design aesthetic formality on continuous usage intention, and dominance mediates design aesthetic formality on continuous usage intention. In these results, it concludes that only dominance functions as mediation in the model, and the mediation role is full mediation for the role of design aesthetic appeal on continuous usage intention, and partial on the role of design aesthetic formality on continuous usage intention