Gemilang, Venus Oktanada (2021) Analisis Pengaruh Convenience Motivation dan Post-Usage Usefulness pada Penggunaan Aplikasi Pesan Antar Makanan untuk Meningkatkan Behavioral Intention dengan Structural Equation Modeling (Studi Kasus: McDelivery). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Penggunaan layanan pesan antar makanan secara daring sedang marak di Indonesia. Hal tersebut dibuktikan dengan jumlah penggunaan aplikasi jasa pemesanan makanan secara daring yang meningkat setiap tahunnya. Berkembang pesatnya layanan pesan antar makanan secara daring menimbulkan persaingan yang ketat antar perusahaan penyedia layanan pesan antar makanan agar pelanggan tidak berpaling menggunakan layanan dari kompetitor. Sehingga perusahaan-perusahaan penyedia jasa dituntut agar senantiasa mengembangkan layanannya sesuai dengan kebutuhan pelanggan.
Permasalahan: Berdasarkan survei yang dilakukan oleh statista pada tahun 2020, pengguna OFD restoran cepat saji hanya sebesar 1% dari 8433 total responden. Sementara total pengguna yang sudah mengunduh aplikasi McDelivery lebih dari 1 juta orang. Permasalahan dalam penelitian ini adalah bagaimana meningkatkan niat perilaku (Behavioral Intention) pelanggan terhadap aplikasi pesan antar makanan dari McDelivery berdasarkan variabel yang memengaruhinya.
Tujuan: Penelitian ini bertujuan untuk analisis pengaruh hubungan hedonic motivation, price-saving orientation, time saving orientation, prior online purchase experience, convenience motivation, post-usage usefulness dan attitude towards online food delivery services untuk meningkatkan behavioral intention pelanggan dalam menggunakan layanan pesan antar makanan secara daring pada McDelivery.
Metode: 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. Data didapatkan melalui penyebaran kuesioner dan terkumpul 242 responden pengguna aplikasi McDelivery.
Hasil: Hasil dari penelitian ini adalah behavioral intention dipengaruhi secara signifikan oleh post usage usefulness (PUU) sebesar β = 0,73 (secara langsung) dan dipengaruhi secara tidak langsung oleh convenience motivation (CM) melalui attitude towards online food delivery sebesar β = 0,169. Berdasarkan hasil yang diperoleh, dapat dikatakan bahwa attitude (AODS) sebagai variabel mediasi memiliki peran sebagai full mediation dengan nilai total effect sebesar 0,31 dan 0,28. Serta memberikan rekomendasi strategis kepada perusahaan penyedia layanan berdasarkan hasil analisis.
Nilai Tambah: Penelitian ini dapat menjadi referensi penelitian terkait niat perilaku pengguna dalam menggunakan aplikasi pesan antar makanan secara daring serta diharapkan dapat menghasilkan rekomendasi bagi pihak penyedia layanan aplikasi pesan antar makanan untuk meningkatkan niat perilaku pelanggan dan mempertahankan pelanggan sebagai pengguna aplikasi makanan.
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Context: The usage of online food delivery services (OFD) is expanding in Indonesia. It’s proven by the number of uses of online food derlivery services applications which are increasing every year. The rapid development of online food delivery services has led to intense competition between food delivery service providers so that customers do not turn to using competitor's services. OFD service provider companies are required to always develop their services according to customer needs.
Problem: Based on a survey conducted by Statista in 2020, OFD fast food restaurant users are only 1% of the 8433 total respondents. Meanwhile, the total number of users who have downloaded the McDelivery application is more than 1 million people. The problem in this study is how to increase the customer's Behavioral Intention to the food delivery application from McDelivery based on the variables that influence it.
Objective: This study aims to analyze the relationship between hedonic motivation, price-saving orientation, time saving orientation, prior online purchase experience, convenience motivation, post-usage usefulness and attitude towards online food delivery services to increase customer behavioral intention in using delivery service. food online at McDelivery.
Method: 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 the contingency framework and extended model of IT continuance as a framework for its survey and hypotheses. Data was obtained through distributing questionnaires to McDelivery application users and 242 respondents had been collected.
Results: Provide strategic recommendations for the development of online food delivery services based on the identification of factors that influence consumers in using the McDelivery application. The results of this study are behavioral intention towards online food delivery services (BI) is significantly influenced by post usage usefulness (PUU) of = 0.73 (directly) and is influenced indirectly by convenience motivation (CM) through attitude towards online food delivery of = 0.169. Based on the results obtained, it can be said that attitude towards online food delivery services (AODS) as a mediating variable has a role as partial mediation with a total effect value of 0.31 and 0.28.
Benefits: This research can be used as reference for next research related to user behavioral intentions in using online food delivery applications and is expected to produce recommendations for food delivery application service providers to increase customer behavioral intentions and retain customers as food application users.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Online Food Delivery; Structural Equation Modeling; Customer Experience; Attitude; Behavioral Intention |
| Subjects: | T Technology > T Technology (General) > T58.8 Productivity. Efficiency |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Venus Oktanada Gemilang |
| Date Deposited: | 20 Aug 2021 07:02 |
| Last Modified: | 20 Aug 2021 07:02 |
| URI: | http://repository.its.ac.id/id/eprint/87901 |
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