Copyright: © the author(s), publisher and licensee Technoscience Academy. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited International Journal of Scientific Research in Science and Technology Print ISSN: 2395-6011 | Online ISSN: 2395-602X (www.ijsrst.com) doi : https://doi.org/10.32628/IJSRST1229220 161 Consumer Behavior through Online Shop : Continuance Intention Theory Approach *Ulva Wahyuni, Dudi Permana Mercu Buana University, Faculty of Economics and Business, Jakarta-Indonesia Article Info Volume 9, Issue 4 Page Number : 161-172 Publication Issue July-August 2022 Article History Accepted : 05 July 2022 Published : 14 July 2022 ABSTRACT This study aims to determine the continuance intention of users' e-commerce of the JD.ID. The object of this research is JD.ID application users who live in Indonesia with the condition that they have shopped online at least twice. The independent variables used in this study are satisfaction, perceived usefulness, and social influence. This study used a survey questionnaire developed from related literature conducted on 130 respondents and a quantitative descriptive method. Researchers used the method of Structural Equation Modeling (SEM) through Partial Least Square (PLS) as a technique used to analyze measurements and structural models. The results of this study confirm that all hypotheses are accepted. It means that satisfaction, perceived usefulness, and social influence have a positive and significant effect on the dependent variable of continuance intention. The higher the satisfaction, perceived usefulness, and social influence value users, the higher the user's continuance intention to do online shopping through JD.ID in the future. Keywords : Continuance Intention, Social Influence, Perceived Usefulness, E- Commerce, Online Shop. I. INTRODUCTION Continuance intention is the intention of the user to continue using the system that has been adopted [1]. This sustainability model originates in the development of expectancy disconfirmation (EDT) which is designed to explain the determinants and outcomes of consumer satisfaction and dissatisfaction in product repurchase and service retention contexts. EDT proposes that consumers go through a multi- stage process when making product repurchase decisions [2]. One of the main determinants of continuance intention in using the system is satisfaction[3]. Improving user satisfaction by meeting their needs and requirements has long been an important concern in marketing and consumer behaviour. In the field of IS, user satisfaction in the use of technology is an important factor influencing the adoption and continued use (continuance intention) of a technology [1].