ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI NIAT PELANGGAN MENGGUNAKAN MOBILE FOOD APPS DI JAKARTA SELAMA PANDEMI COVID-19

Yodi Adiyoso

Abstract


A B S T R A K

Pandemi COVID-19 telah mengubah pola konsumsi masyarakat, meningkatkan ketergantungan pada layanan pengiriman makanan daring (Online Food Delivery/OFD) di Jakarta, seperti GoFood, GrabFood, dan ShopeeFood. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat pelanggan untuk menggunakan aplikasi OFD selama pandemi, dengan fokus pada variabel Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust (TR), Price-Saving Benefits (PSB), Time-Saving Benefits (TSB), Food Safety Risk Perception (FSRP), Perceived Severity (PS), dan Perceived Vulnerability (PV). Menggunakan pendekatan kuantitatif, data dikumpulkan dari 150 responden pengguna aplikasi OFD di Jakarta melalui kuesioner daring. Analisis data dilakukan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa PU, PSB, dan TSB memiliki pengaruh positif signifikan terhadap niat pelanggan, sedangkan PEOU, TR, FSRP, PS, dan PV tidak menunjukkan pengaruh signifikan. Temuan ini menyoroti pentingnya manfaat praktis dan efisiensi dalam mendorong adopsi OFD selama krisis kesehatan. Penelitian ini memberikan wawasan bagi pelaku bisnis OFD untuk meningkatkan strategi pemasaran dan kualitas layanan, sekaligus berkontribusi pada literatur perilaku konsumen di era pandemi.

A B S T R A C T

The COVID-19 pandemic has changed people's consumption patterns, increasing their dependence on online food delivery (OFD) services in Jakarta, such as GoFood, GrabFood, and ShopeeFood. This study aims to analyze the factors influencing customers' intentions to use OFD apps during the pandemic, focusing on the variables Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust (TR), Price-Saving Benefits (PSB), Time-Saving Benefits (TSB), Food Safety Risk Perception (FSRP), Perceived Severity (PS), and Perceived Vulnerability (PV). Using a quantitative approach, data was collected from 150 respondents who are users of OFD apps in Jakarta through an online questionnaire. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results of the study indicate that PU, PSB, and TSB have a significant positive influence on customer intent, while PEOU, TR, FSRP, PS, and PV do not show a significant influence. These findings highlight the importance of practical benefits and efficiency in driving OFD adoption during a health crisis. This study provides insights for OFD business operators to improve marketing strategies and service quality, while contributing to the literature on consumer behavior during the pandemic.

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DOI: http://dx.doi.org/10.35906/equili.v14i2.2556

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