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Submitted
11 May 2022
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29 May 2022
Published
1 June 2022
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Abstract

Adanya pembatasan aktivitas di luar rumah atau social distancing menyebabkan munculnya berbagai layanan pesan antar makanan dimana merupakan solusi alternatif untuk memenuhi kebutuhan konsumen di tengah Covid-19. Penelitian ini bertujuan untuk membangun model terintegrasi untuk menguji hubungan motivasi kenyamanan dan kegunaan pasca penggunaan serta beberapa faktor lainnya terhadap sikap dan niat perilaku konsumen layanan pesan antar makanan online, dengan studi kasus pada 3 layanan pesan antar makanan online terbesar di Indonesia yaitu Go-Food, Grab-Food dan Shopee Food. Metodologi pendekatan yang digunakan adalah Kuantitatif dengan jenis sampel menggunakan teknik sampling. 240 data kuesioner responden yang valid dirangkum untuk menguji model penelitian dengan menggunakan PLS (partial least square). Hasil penelitian ini menunjukkan bahwa hipotesis yang diajukan didukung, kecuali pada hubungan motivasi hedonis dan kegunaan pasca penggunaan, hubungan orientasi penghematan harga dan motivasi kenyamanan, dan hubungan orientasi penghematan harga dan kegunaan pasca penggunaan. Keterbatasan penelitian adalah pada proporsi responden dari penyebaran kuesioner pada penelitian ini, dirasa kurang merata karena berdasarkan hasil mayoritas berasal dari pulau jawa, dan didominasi oleh usia  18-23 tahun serta juga responden didominasi oleh perempuan yang dimana tidak cukup untuk mewakili populasi. Sebagai implikasi baiknya bagi pihak layanan pesan antar makanan online benar-benar memperhatikan terkait faktor yang dapat memicu konsumen atau pelanggan mereka. Dengan memperhatikan faktor-faktor yang dapat mempengaruhi sikap dan niat perilaku ini dapat menghasilkan menarik konsumen untuk menggunakan aplikasi layanan pesan antar makanan online secara terus-menerus.

Keywords

layanan pesan antar sikap niat

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Copyright (c) 2022 Mega Nurwani, Istyakara Muslichah

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Nurwani, M., & Muslichah, I. . (2022). Faktor - Faktor yang Mempengaruhi Sikap dan Niat Konsumen untuk Menggunakan Layanan Pesan Antar Makanan Online di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), 162–188. Retrieved from https://journal.uii.ac.id/selma/article/view/23665
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