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Submitted
27 June 2022
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28 June 2022
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28 June 2022
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Abstract

This research aims to examine and analyze the effect of menu visual appeal, menu informativeness, perception of COVID-19 risk, desire for food, perceived convenience of online food ordering, purchase intention in Indonesia. Model and hypothesis testing have clear using a sample of 266 respondents with a population that has ever ordered food online in Indonesia. There is also a sampling technique used, namely purposive sampling. The Structural Equation Modeling (SEM) method have developed to test the research hypothesis which was processed using AMOS version 24. The data variables used in this case include menu visual appeal, menu informativeness, perception of COVID-19 risk, desire to eat, perceived convenience of online food ordering, purchase intention. These variables form six hypotheses. Based on the results of the study, it is known that the menu visual appeal has no effect on the desire to eat, while the menu informativeness has a positive effect on the desire to eat. The perception of COVID-19 risk has a positive effect on the desire to eat and the perceived convenience of online food ordering. The desire to eat and the perceived convenience of online food ordering have a positive effect on purchase intention.

Keywords

menu visual menu informativeness risk perception desire to eat perceived convenience purchase intention

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Copyright (c) 2022 Muhammad Rakha Irfansyah, Ratna Roostika

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Irfansyah, M. R., & Roostika, R. (2022). The The Impact of Online Restaurant Menu on Consumer Purchase Intention During The Covid-19 Pandemic. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(2), 47–61. Retrieved from https://journal.uii.ac.id/selma/article/view/24338
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