Evaluation Factors of Continuous Use Intention to Online Subscription Services by Students during the Covid-19 Pandemic

During this Covid-19 pandemic, and also supported by technological developments in Indonesia, many companies are starting to adopt online subscription services into their business models. The main users of the digital currency are students who use it for everything from social media subscriptions, food and necessities to utility and medicine bills. Thus it is interesting to use students as research subjects. There are so many diverse online subscription services in Indonesia, including subscriptions to music, entertainment, news, and much more. Because the types of subscriptions in Indonesia are starting to increase and vary, we want to know what factors influence consumers to decide to continue use intention (CUI) subscription services. This study uses PLS-SEM to determine the relationship between the independent variable and the dependent variable. The results of this study indicate that willingness to subscribe for online content (WC) and service value (SV) have a significant effect and have a positive relationship to continuous use intention (CUI).