Analysis of acceptance and use of the agree mart mobile groceries marketplace application using the UTAUT-3 Model in Indonesia

The use of applications for trade transactions in the digital era is increasingly in demand by the public, one of which is to meet their daily needs. There is no exception in the food sector to meet the needs of kitchens and fresh products, more and more applications are trying to meet these needs. However, the commodities that are sold are commodities that are quite vulnerable both in terms of price (price sensitive) and resilience (perishable goods). Instead of creating e-commerce groceries in the food sector, PT Telkom Indonesia prefers to create a grocery marketplace, so that it is not affected by price conditions and product durability because the products sold are owned by MSMEs. On the other hand, Indonesian people are used to getting promos from applications when they are about to adopt an application or when they are about to make a transaction. This is a challenge for app creators to acquire consumers and maintain active user retention so that the business can continue. Purpose: This research was made with the aim of being able to find out what things affect the community as consumers of fresh products and kitchen needs to adopt the Agree Mart groceries marketplace by implementing the UTAUT-3 model (Unified Theory of Acceptance & Use of Technology 3) Research methodology: This research method uses a mixed method by taking a sample of the population of active users in Indonesia and using samples from several respondents, and registered users who have not made transactions Results: It is hoped that this research will provide benefits to add insight and as a digital business reference and material for consideration for meeting daily needs in Indonesia in determining the right strategy both in business and application.