Rachmawati, Adinda Ayudyah (2020) Analisis Faktor yang Mempengaruhi Behavioral Intention pada Jasa Pesan Antar Makanan menggunakan Structural Equation Modeling dengan Variabel Mediasi Attitude Towards Online Food Delivery Services. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penggunaan jasa pesan antar makanan secara daring sedang marak di Indonesia. Hal tersebut dibuktikan dengan jumlah penggunaan aplikasi jasa pesan antar makanan secara daring yang meningkat setiap tahunnya. Sehingga perusahaan-perusahaan penyedia jasa dituntut agar senantiasa mengembangkan layanannya sesuai dengan kebutuhan konsumen. Permasalahan dalam penelitian ini adalah bagaimana meningkatkan niat perilaku pelanggan terhadap layanan pesan antar makanan dari Go-Food dan Grab-Food berdasarkan variabel yang mempengaruhinya. Penelitian ini bertujuan untuk mendapatkan hubungan struktural pengaruh variabel yang mempengaruhi behavioral intention towards online food delivery services, cara meningkatkan variabel terukur pada variabel laten dan usulan variabel lain yang mempengaruhi behavioral intention towards online food delivery services terhadap jasa pesan antar makanan secara daring. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM), dengan menggunakan model yang diadopsi dari penelitian yang dilakukan oleh Vincent Cheow Sern Yeo, See-Kwong Goh, dan Sajad Rezaei berdasarkan contingency framework dan extended model of IT continuance sebagai kerangka survei dan hipotesisnya. Hasil dari penelitian ini adalah behavioral intention towards online food delivery services (BI) dipengaruhi secara signifikan oleh convenience motivation (CM) sebesar β = 0,33 (secara langsung), dan dipengaruhi secara tidak langsung oleh post usage usefulness (PUU) melalui attitude towards online food delivery sebesar β = 0,10. Dari hasil tersebut, dapat disimpulkan bahwa attitude towards online food delivery services (AODS) sebagai variabel mediasi memiliki peran sebagai partial mediation dengan nilai total effect sebesar 0,42 dan 0,28. Manfaat dari penelitian ini adalah hasil analisis dapat dijadikan rekomendasi bagi perusahaan penyedia jasa pesan antar makanan secara daring, saran perbaikan variabel terukur serta referensi untuk penelitian selanjutnya yang memiliki topik serupa.
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Online food delivery services is being widely used in Indonesia. This is that evidenced by the number of uses of online food delivery services applications which are increase in every year. So that service provider companies are demanded to always develop their services according to the needs of consumers. The problem in this study is how to increase the intention of customer behavior towards food delivery services from Go-Food and Grab-Food based on the variables that influence it. This study aims to obtain the structural relationship of the influence of variables that influence behavioral intention towards online food delivery services, how to increase the measured variables on latent variables and other proposed variables that influence behavioral intention towards online food delivery services to online food ordering services. The method used in this study is Structural Equation Modeling (SEM), using a model adopted from research conducted by Vincent Cheow Sern Yeo, See-Kwong Goh, and Sajad Rezaei based on contingency framework and extended model of IT continuance as a framework survey and hypothesis. The results of this study are behavioral intention towards online food delivery services (BI) significantly influenced by convenience motivation (CM) of β = 0.33 (directly), and indirectly affected by post usage usefulness (PUU) through attitude towards online food delivery for β = 0.10. It can be concluded that attitude towards online food delivery services (AODS) as a mediation variable has a role as partial mediation with a total effect value of 0.42 and 0.28. The benefit of this research are the analysis results can be recommendation for online food delivery service providers, suggestions for measurable variable improvement and reference for further research that has a similar topic.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 519.535 Rac a-1 2020 |
| Uncontrolled Keywords: | Online Food Delivery, Structural Equation Modeling, Customer Experience, Attitude, Behavioral Intention, Linear, Structural Relationship |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. Q Science > QA Mathematics > QA278 Cluster Analysis. Multivariate analysis. Correspondence analysis (Statistics) |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | ADINDA AYUDYAH RACHMAWATI |
| Date Deposited: | 12 Dec 2023 02:21 |
| Last Modified: | 12 Dec 2023 02:21 |
| URI: | http://repository.its.ac.id/id/eprint/72911 |
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