Abstract
The development of application-based Food delivery services has increased the use of digital technology in daily life. However, research related to the variables that affect technology adoption by GrabFood users in Eastern Indonesia, especially Manokwari City, is still relatively limited. This study examines factors affecting public acceptance of GrabFood technology in Manokwari City using an expanded TAM Model. The model includes Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude Toward Use (AT), Behavioral Intention (BI), Trust (TR), Service Quality (SQ), and Subjective Norm (SN). This quantitative study used questionnaires to collect data from GrabFood users in Manokwari City. Data were analyzed using PLS-SEM with SmartPLS 4. The results showed that all indicators met the required validity and reliability criteria. PEOU positively and significantly affected PU (β = 0.335, p < 0.001) and AT (β = 0.283, p < 0.001). PU positively affected AT (β = 0.345, p < 0.001) and BI (β = 0.150, p = 0.034), while AT positively affected BI (β = 0.272, p = 0.002). Trust and Service Quality positively affected PU but did not directly affect BI. Subjective Norm positively affected AT and BI. The model explained 39.1% of the variance in PU, 44.5% in AT, and 45.5% in BI, indicating moderate explanatory power. These findings support the expanded TAM model in explaining GrabFood technology acceptance in Manokwari and suggest that service providers improve ease of use, user benefits, service quality, and user trust.