ANTESEDEN NIAT PEMBELIAN DALAM APLIKASI ONLINE FOOD DELIVERY SERVICES: PENGEMBANGAN MODEL KAUR, ET AL. (2020)
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https://doi.org/10.9744/pemasaran.16.2.96-103
Keywords:
Affordance value, food safety concern, health consciousness, online customer review, Online Food Delivery Service (OFDS), prestige, price value, visibility, purchase intentionAbstract
Tujuan dari penelitian ini adalah untuk melihat pengaruh price value, health consciousness, food safety concern, affordance value, prestige, and visibility yang merupakan replikasi dari model penelitian Kaur, et al. (2020) terhadap purchase intention pada penggunaan Online Food Delivery Service (OFDS) dan untuk melihat apakah model ini dapat digeneralisasi di pasar OFDS di Indonesia. Penelitian ini juga menambahkan variabel baru yaitu online customer review untuk melihat pengaruhnya pada purchase intention pada pasar OFDS. Survei dilakukan dengan melakukan penyebaran kuesioner pada masyarakat di daerah DKI Jakarta. Jumlah responden yang diperoleh sebanyak 204 responden yang kemudian dianalisis dengan menggunakan uji regresi linier berganda. Hasil analisis menunjukkan bahwa price value, health consciousness, food safety concern, affordance value, visibility, dan online customer review mempengaruhi purchase intention pada Online Food Delivery Service. Namun variabel prestige tidak signifikan mempengaruhi purchase intention pada Online Food Delivery Service. Hasil penelitian menunjukkan bahwa konsumen OFDS Indonesia memiliki karakter yang berbeda dan model Kaur, et al. (2020) dan tidak sepenuhnya bisa digeneralisasi di luar pasar India. Penelitian ini menghasilkan model yang lebih tepat untuk mengenali pasar OFDS di Indonesia.
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