Marketing and Consumer Behavior: Jakarta Healthy with Health Mobile Application

In the evolving landscape of medical tourism, mobile technology plays a pivotal role in reshaping consumer interaction and healthcare engagement. This study develops an empirical framework that examines behavioral dynamics behind continued mobile health application usage within the medical tourism context. Using a structural equation model with Smart-PLS, the research integrates technological readiness, perceived ease of use (PEOU), and perceived value (PV) as exogenous variables, customer satisfaction (CS) as a mediator, and continuance intention to use (CITU) as the outcome. Findings show that technological readiness and PV significantly influence CS and continuance intention, while PEOU has no significant impact. CS plays a mediating role between exogenous variables and continuance intention. These insights provide guidance for medical tourism businesses and application developers to enhance consumer satisfaction and loyalty through health applications.