Ardiansyahmiraja, Bobby (2021) Peran Faktor-Faktor Penyajian Produk Terhadap Evaluasi Produk Dan Mitra Online Food Delivery. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Platform Online Food Delivery Services (OFDS) berkembang secara pesat di Indonesia. Akan tetapi jika dibandingkan negara tetangga seperti Malaysia, user penetration OFDS di Indonesia masih sangat minimal meskipun tingkat konsumsi pengguna cukup tinggi. Tingkat user penetration berhubungan langsung dengan customer retention dimana penyajian produk menjadi bagian penting dari customer retention, penelitian-penelitian terdahulu yang berfokus kepada faktor-faktor enyajian produk juga masih jarang dilakukan. Faktor penyajian produk yang diteliti pada penelitian ini meliputi kombinasi warna produk dan latar belakang, social presence, dan informasi kalori. Ketiga faktor ini dapat secara langsung dikelola oleh mitra restoran dan telah terbukti penting pada penelitian-penelitian terdahulu terkait hubungannya dengan evaluasi produk. Penelitian ini menggunakan pendekatan desain eksperimen dan Structural Evaluation Modeling (SEM). Sebanyak 240 responden berpartisipasi pada penelitian ini. Dari delapan hipotesis, terdapat empat hipotesis yang diterima. Social presence dan informasi kalori terbukti signifikan mempengaruhi product attitude secara negatif. Selain itu, product attitude (β = 0.733, p = 0.001) dan brand trust (β = 0.338, p = 0.001) memiliki pengaruh positif signifikan terhadap niat pembelian. Pembahasan dan implikasi manajerial dibahas lebih lanjut pada penelitian ini.
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Online Food Delivery Services (OFDS) platform is growing rapidly in Indonesia. However, when compared to neighboring countries such as Malaysia, OFDS user penetration in Indonesia is still very minimal even though the level of user consumption is quite high. The level of user penetration is directly related to customer retention where product presentation is an important part of customer retention, previous studies that focus on product presentation factors are still limited. Research related to OFDS in Indonesia has begun to emerge, but research focusing on product presentation factors is still rare. Product presentation factors studied in the study included the combination of product colors nd backgrounds, social presence, and calorie information. These three factors can be directly managed by restaurant partners and have proven important in previous studies related to product evaluation. The study uses experimental design approaches and Structural Evaluation Modeling (SEM). A total of 240 respondents participated in the study. Of the eight hypotheses, four hypotheses are accepted. Social presence and calorie information have been shown to negatively effect product attitude. In addition, product attitude (β = 0.733, p = 0.001) and brand trust (β = 0.338, p = 0.001) had a significant positive influence on purchasing intentions. Discussion and managerial implications are further discussed on this thesis.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | OFDS, Faktor Penyajian Produk, Evaluasi Produk, SEM, Desain Eksperimen, OFDS, Product Presentation, Product Evaluation, SEM, Experimental Design |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF6161.F616 Food. Food service |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Bobby Ardiansyahmiraja |
| Date Deposited: | 24 Jan 2022 04:32 |
| Last Modified: | 03 Sep 2024 06:55 |
| URI: | http://repository.its.ac.id/id/eprint/92480 |
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