Efek Moderasi Health Consciousness pada Pengaruh Digital Nudging Terhadap Behavioral Intention Pengguna McDelivery
DOI:
https://doi.org/10.9744/pemasaran.20.2.%25pKeywords:
behavioral intention, digital nudging, gen z, health consciousness, online food delivery, self-licensingAbstract
Interaksi konsumen dengan platform online food delivery (OFD) membuat mereka terpapar berbagai digital nudging, seperti pesan pop-up yang menawarkan promosi penjualan terbatas dan rekomendasi menu makanan. Dengan mengambil McDelivery sebagai objek studi, penelitian ini menganalisis pengaruh digital nudging terhadap behavioral intention serta peran moderasi health consciousness di dalamnya. Data berasal dari survei online pada April 2026 terhadap 215 responden Gen Z di Surabaya. Penelitian ini menggunakan PLS-SEM untuk analisis data. Hasil penelitian menunjukkan bahwa digital nudging meningkatkan behavioral intention pengguna McDelivery. Menariknya, health consciousness memiliki sifat moderasi yang kontraintuitif. Alih-alih memperlemah, health consciousness justru memperkuat efektivitas digital nudging tersebut. Penelitian ini menawarkan mekanisme self-licensing sebagai kemungkinan penjelasannya bahwa konsumen yang sadar kesehatan mungkin menggunakan digital nudging sebagai "izin moral" untuk melanggar rutinitas diet mereka sesekali.
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Copyright (c) 2026 Shonia Octariana, Dylan Dave Valentino, Adriana Aprilia, Fransisca Andreani, Yohanes Sondang Kunto
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