Rahman, Fadzlu (2020) Pengaruh Faktor Produk, Faktor Channel, Dan Brand Equity Terhadap Niat Beli Konsumen Online Food Delivery. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Indonesia adalah salah satu negara yang memiliki potensi yang besar dalam pasar digital terutama dalam industri online food delivery, namun sampai saat ini hanya ada sedikit penelitian yang membahas mengenai apa saja yang mempengaruhi konsumen untuk memilih suatu produk dan meningkatkan niat beli pada online food delivery, sehingga menimbulkan ketidakpastian pemilik merchant untuk bisa bersaing di pasar tersebut. Untuk itu penelitian ini bertujuan untuk mengonfirmasi faktor apa saja yang mempengaruhi konsumen untuk memiliki niat beli produk di layanan online food delivery spesifik pada faktor produk, faktor channel dan brand equity yang dibangun dengan meningkatkan kualitas informasi yang diberikan kepada konsumen dari suatu produk. Penelitian dilakukan menggunakan pendekatan kuantitatif dan data didapatkan dari kuesioner kepada 358 responden. Uji dilakukan menggunakan Structural Equation Modeling untuk menguji model penelitian ini. Dari penelitian ini diketahui jika faktor produk, faktor channel, dan brand equity yang dibangun dengan meningkatkan kualitas informasi yang diberikan kepada konsumen memiliki pengaruh yang positif terhadap niat beli konsumen online food delivery, sementara niat mencari informasi memiliki pengaruh yang sebaliknya. Penelitian ini juga memberikan informasi berupa positioning map mengenai daya beli dan tingkat penggunaan konsumen dari beberapa jenis produk serta beberapa rekomendasi manajerial yang dapat dimanfaatkan oleh merchant untuk dapat lebih efisien dalam melakukan pemasaran di layanan online food delivery.
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Indonesia is a country that have great potential in the digital market, especially in the online food delivery industry, but until now there are only a few research that discusses about what influences consumers to choose a product and increase purchase intentions on online food delivery, so raises the uncertainty of merchant owners to be able to compete in these markets. For this reason, this study aims to confirm what factors influence consumers to have product purchase intentions in specific online food delivery services on product factors, channel factors and brand equity that are built by improving the quality of information provided to consumers of a product. The study was conducted using a quantitative approach and data obtained from questionnaires to 358 respondents. The test was conducted using Structural Equation Modeling to test this research model. From this study it is known that product factors, channel factors, and brand equity that are built by improving the quality of information provided to consumers have a positive influence on consumers' purchase intentions of online food delivery, while the intention to seek information has the opposite effect. This study also provides information in the form of a positioning map regarding purchasing power and the level of consumer use of several types of products as well as some managerial recommendations that can be utilized by merchants to be more efficient in marketing in online food delivery services.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 3 Rah p-1 |
| Uncontrolled Keywords: | Brand Equity, Faktor Channel, Faktor Produk,Niat Beli Konsumen, Online Food Delivery. |
| Subjects: | H Social Sciences > H Social Sciences (General) > H61.4 Forecasting in the social sciences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction T Technology > T Technology (General) > T58.6 Management information systems T Technology > T Technology (General) > T58.8 Productivity. Efficiency T Technology > TX Home economics > TX349 Nutrition. Foods and food supply |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Fadzlu Rahman |
| Date Deposited: | 08 May 2023 03:50 |
| Last Modified: | 08 May 2023 03:50 |
| URI: | http://repository.its.ac.id/id/eprint/73252 |
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