Factors Influencing Behavioral Intention in Purchasing Groceries Through E-commerce XYZ's Virtual Store

This research aims to find out the partial and simultaneous effect of Performance Expectancy, Effort Expectancy, Price Value, Facilitating Conditions, Habit, Personal Innovativeness in Information Technology, and Brand Image on Behavioral Intention in purchasing groceries through virtual store. The study was conducted using quantitative method, data collected through questioners distributed to 619 respondents, measured by 5 Point Likert scale and data analyze using multiple regression analysis on UTAUT 2 model. Result of this research showed that all independent variables have significant influence both partially and simultaneously on dependent variable, with Effort Expectancy has the most significant influence and Facilitating Conditions has the least significant influence on Behavioral Intention.