Analisis Faktor yang Memengaruhi Konsumen pada Layanan Pesan Antar Makanan Online saat New Normal di Kota Surabaya

Rahmanqa, Alifio (2022) Analisis Faktor yang Memengaruhi Konsumen pada Layanan Pesan Antar Makanan Online saat New Normal di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Teknologi memiliki peran penting pada kehidupan manusia khususnya pada bidang layanan jasa pengantaran makanan. Hal tersebut membuat belanja online makanan memiliki daya tarik bagi masyarakat dalam pembelian hingga memiliki persentase 12% disetiap tahunnya. Pada tahun 2020 terjadi sebuah tragedi yang berdampak bagi seluruh dunia tragedi tersebut dinamakan sebagai pandemi covid-19. Pelanggan menyadari bahwa adanya ancaman dan kerentanaan penyakit bawaan timbul akibat pengaruh covid-19. Selain risiko ancaman pada saat melakukan aktivitas makan di restoran, di era pandemi covid-19 saat ini melakukan pembelian makanan secara online juga ada risiko. Sebagian besar masyarakat masih ragu terhadap pembelian makanan secara online, dikarenakan alasan kesehatan dan kebersihan dari driver. Untuk mengevaluasi customer intention terhadap penggunaan layanan pesan antar makanan online pada saat kondisi pandemi covid-19 hingga new normal di kota Surabaya dengan menggunakan model Technology Acceptance Model (TAM) dan Health Belief Model (HBM). Variabel yang digunakan pada TAM adalah Perceived Usefulness, Perceived Ease of Use, Trust, Price Saving Benefits, dan Food Safety Risk Perception. Untuk variabel yang digunakan dari HBM adalah Perceived Severity, Perceived Barriers, dan Perceived Vulnerability. Dengan menggunakan TAM dan HBM diharapkan dapat mengevaluasi customer intention dalam melakukan pembelian makanan menggunakan aplikasi layanan pesan antar makanan online. Pada tahap survei dilakukan pengambilan data yang dibutuhkan dari pengguna Gofood, Shopee food, dan Grab food yang berada di kota Surabaya. Survei cWH dilakukan secara online menggunakan Google form. Untuk tahap perhitungan data metode yang akan digunakan adalah PLS Structural Equation Model (SEM). Hasil dari penelitian ini adalah faktor yang memiliki pengaruh secara negatif dan positif dengan signifikan dalam customer intention dengan mengacu pada model TAM dan HBM beserta rekomendasinya. Dari pengelolahan data dengan menggunakan Smart-PLS 4, ditemukan bahwa Food Safety Risk Perception memiliki pengaruh negatif dan signifikan terhadap customer intention. Untuk Time Saving Benefits dan Price Saving Benefits memilki pengaruh positif dan signifikan terhadap customer intention.
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Technology has an important role in human life, especially in the field of food delivery services. This makes food online shopping attractive to the public in purchasing up to a percentage of 12% each year. In 2020 there was a tragedy that had an impact on the entire world, the tragedy was called the COVID-19 pandemic. Customers are aware that there are threats and susceptibility to congenital diseases arising from the influence of COVID-19. In addition to the risk of threats when eating in restaurants, in the current era of the COVID-19 pandemic, there are also risks when buying food online. Most people still have doubts about buying food online, due to health and hygiene reasons from drivers. To evaluate customer intention to use online food delivery services during the COVID-19 pandemic to the new normal in the city of Surabaya using the Technology Acceptance Model (TAM) and Health Belief Model (HBM). The variables used in TAM are Perceived Usefulness, Perceived Ease of Use, Trust, Price Saving Benefits, and Food Safety Risk Perception. The variables used from HBM are Perceived Severity, Perceived Barriers, and Perceived Vulnerability. By using TAM and HBM, it is expected to be able to evaluate customer intention in making food purchases using online food delivery service applications. At the survey stage, the required data was collected from Gofood, Shopee food, and Grab food users in the city of Surabaya. The survey was conducted online using Google forms. For the data calculation phase, the method to be used is the PLS Structural Equation Model (SEM). The results of this study are factors that have a significant negative and positive influence on customer intention with reference to the TAM and HBM models and their recommendations. From data processing using Smart-PLS 4, it was found that Food Safety Risk Perception has a negative and significant influence on customer intention. Time Saving Benefits and Price Saving Benefits have a positive and significant impact on customer intention.

Item Type:	Thesis (Other)
Additional Information:	RSSI 658.834 2 Rah a-1 2022 3100022097346
Uncontrolled Keywords:	Health Belief Model, Pandemi covid-19, layanan pesan antar makanan online, World Health Organization, TAM, Online food delivery service
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	06 Jan 2026 08:08
Last Modified:	06 Jan 2026 08:08
URI:	http://repository.its.ac.id/id/eprint/129294

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