Zaki, Hajdah Aleyda Lathifah (2024) Modifikasi Model UTAUT dan Faktor Promosi terhadap Intensi Pembelian pada Online Food Delivery Services Menggunakan Partial Least Square - Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perubahan gaya hidup dan cara pandang individu berdampak hingga kondisi pasca covid berlangsung atau disebut new normal. Hal ini berdampak pada berbagai industri termasuk industri makanan. Individu mengalami perubahan dalam preferensi dan perilaku mengonsumsi dan membeli makanan. Didukung oleh perkembangan internet yang pesat, pemilik restoran berupaya untuk mempertahankan bisnisnya dengan beralih ke online food delivery services (OFDS). Penerapan OFDS memberikan manfaat dari sisi konsumen dan pemilik industri makanan. Namun, teknologi baru tentu membawa risiko tersendiri, seperti terkait keamanan informasi, higienitas pengolahan hingga pengantaran makanan. Aspek-aspek ini dapat memengaruhi intensi pembelian pengguna OFDS. Langkah yang dapat dilakukan pemilik industri makanan dengan membangun kepercayaan pengguna. Setelah itu, berbagai penelitian mengatakan bahwa frekuensi penggunaan secara signifikan memoderasi hubungan faktor - faktor dengan intensi pembelian pengguna di berbagai studi kasus. Namun, setelah pandemi berakhir, beberapa faktor tersebut mengalami perubahan. Masih sedikit penelitian relevan yang menelusuri topik tersebut dengan mempertimbangkan frekuensi penggunaan dalam konteks OFDS. Tujuan penelitian dilakukan untuk mengeksplorasi dan memahami lebih dalam terkait faktor-faktor yang memengaruhi intensi pembelian pengguna terhadap OFDS dalam proses pengambilan keputusan pengguna dengan mempertimbangkan frekuensi penggunaan sebagai pemoderasi yang akan menjadi referensi atau acuan untuk penyusunan rekomendasi yang ditujukan kepada stakeholders. Metode penelitian Tugas Akhir ini menggunakan partial least square – structural equation modelling (PLS-SEM) yang menganalisis faktor yang memengaruhi intensi pembelian pengguna OFDS berdasarkan Unified Theory of Acceptance and Use of Technology (UTAUT) sebagai acuan serta adanya penambahan variabel promotion yang memengaruhi purchase intention sebagai variabel endogen. Pengumpulan data dilakukan melalui kuesioner secara daring dengan target minimal 200 responden pengguna OFDS di Indonesia, khususnya Pulau Jawa dengan usia ≥ 18 tahun. Hasil penelitian ini adalah variabel performance expectancy, effort expectancy, dan trust, berpengaruh signifikan terhadap purchase intention. Kemudian, terdapat hubungan tidak langsung, seperti social influences terhadap performance expectancy,effort expectancy terhadap performance expectancy,trust terhadap effort expectancy, performance expectancy, dan food safety risk perception .Selanjutnya, terhadap korelasi yang berhubungan positif tetapi tidak signifikan, yaitu social influences terhadap purchase intention, social influences terhadap effort expectancy . Untuk korelasi antara food safety risk perception terhadap purchase intention memiliki nilai yang negatif tetapi tidak signifikan. Selain hasil tersebut, saran juga diberikan kepada stakeholders OFDS, seperti penyedia layanan serta mitra penjual makanan serta pengguna berdasarkan faktor-faktor yang memengaruhi intensi pembelian pada OFDS. Penelitian ini diharapkan mampu memberikan data dan analisis faktor-faktor yang memengaruhi intensi pembelian pada OFDS dengan mempertimbangkan frekuensi penggunaan serta memberikan rekomendasi kepada stakeholders OFDS dan juga keseluruhan industri F&B terkait, serta pada variabel promotion yang berpengaruh positif dan signifikan terhadap purchase intention dapat digunakan untuk pengembangan penelitian selanjutnya.
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The change in lifestyle and individual perspectives has impacted the post-COVID condition, known as the new normal. This has affected various industries, including the food industry. Individuals have experienced changes in their preferences and behavior in consuming and purchasing food. Supported by the rapid development of the internet, restaurant owners are striving to maintain their businesses by switching to online food delivery services (OFDS). The implementation of Online Food Delivery Services (OFDS) provides benefits for both consumers and food industry owners. However, new technology inevitably brings its own risks, such as concerns related to information security, processing hygiene, and food delivery. These aspects can influence the purchasing intentions of OFDS users. Owners of food industry establishments can take steps to build user trust. Subsequently, various studies suggest that usage frequency significantly moderates the relationship between factors and user purchasing intentions in various case studies. However, after the pandemic concludes, some of these factors undergo changes that impact user purchasing intentions. There is still limited relevant research exploring this topic which considering usage frequency in the context of OFDS. The research aims to explore and gain a deeper understanding of the factors influencing users' purchasing intentions towards Online Food Delivery Services (OFDS), considering usage frequency as a moderating factor. The findings will serve as a reference or basis for the formulation of recommendations for the stakeholders. The research methodology employed in this Final Project utilizes partial least squares - structural equation modeling (PLS-SEM) to analyze the factors influencing user purchasing intentions in Online Food Delivery Services (OFDS) in the user decision-making process, considering usage frequency as a moderating variable. This will serve as a reference for formulating recommendations targeted at stakeholders. The results of this study indicate that the variables performance expectancy, effort expectancy, and trust significantly influence purchase intention. Furthermore, there are indirect relationships, such as social influences on performance expectancy, effort expectancy on performance expectancy, trust on effort expectancy, performance expectancy, and food safety risk perception. There are also positively correlated but not significant relationships, such as social influences on purchase intention, and social influences on effort expectancy. The correlation between food safety risk perception and purchase intention is negative but not significant. Additionally, recommendations are provided to OFDS stakeholders, such as service providers, food seller partners, and users, based on factors affecting purchase intention in OFDS. This research is expected to provide data and analysis on the factors influencing purchase intention in OFDS by considering the frequency of use. It also aims to offer recommendations to OFDS stakeholders and the entire related F&B industry. Furthermore, the variable promotion, which has a positive and significant impact on purchase intention, can be utilized for the development of future research.
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