Larasati, Gita Elizza (2026) Analisis Pengaruh Barriers Terhadap Loyalty dan E-WOM Pada Layanan Online Food Delivery (OFD) Dengan Menggunakan Partial Least Square-Structural Equation Modeling. Studi Kasus: GoFood. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks : Perkembangan teknologi digital dan gaya hidup serba cepat telah mendorong meningkatnya penggunaan layanan Online Food Delivery (OFD). Di Indonesia, GoFood menjadi salah satu platform OFD terbesar yang menawarkan kemudahan akses, beragam pilihan, dan pengalaman pengguna yang efisien.
Permasalahan : Munculnya berbagai hambatan (barriers) pada layanan Online Food Delivery berpotensi menggerus kepercayaan (trust), persepsi manfaat (post-usage usefulness), e-WoM, dan loyalitas pelanggan. Oleh karena itu, penelitian ini bertujuan menguji pengaruh barriers terhadap keempat variabel tersebut pada pengguna GoFood, sekaligus mengevaluasi peran moderasi dari kewajiban moral (moral obligation).
Tujuan : Tujuan penelitian ini adalah mengembangkan model struktural perluasan untuk mengevaluasi dinamika pengaruh barriers terhadap loyalty dan e-WoM pengguna OFD, serta menyusun rekomendasi strategis berbasis temuan empiris untuk meminimalisasi hambatan dan mengoptimalkan layanan.
Metode : Penelitian kuantitatif ini menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data yang terkumpul sebanyak 323 responden yang didapat melalui survei daring terhadap pengguna GoFood berusia 18–39 tahun di Indonesia.
Hasil : Hasil penelitian menunjukkan bahwa barriers berpengaruh negatif terhadap trust, e-WoM, dan loyalitas, sedangkan trust dan post-usage usefulness berpengaruh positif terhadap e-WoM dan loyalitas. Trust terbukti memediasi hubungan antara barriers dengan e-WoM serta hubungan antara barriers dan post-usage usefulness, sementara post-usage usefulness tidak memediasi hubungan barriers dan e-WoM. Selain itu, moral obligation tidak memoderasi hubungan barriers dengan trust maupun post-usage usefulness. Utility motivation–food varieties berpengaruh positif terhadap trust, sedangkan food safety risk perception berpengaruh negatif terhadap trust serta memperkuat hubungan antara utility motivation–food varieties dan trust.
Nilai Tambah : Penelitian ini memperkaya literatur mengenai perilaku pengguna layanan OFD di Indonesia dengan menyoroti peran barriers, trust, dan post-usage usefulness. Temuan penelitian juga memberikan implikasi praktis bagi penyedia layanan OFD dalam meningkatkan kepercayaan, loyalitas, dan daya saing melalui pengelolaan hambatan penggunaan secara efektif.
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Context: Advances in digital technology and fast-paced lifestyles have driven the growing use of online food delivery (OFD) services. In Indonesia, GoFood has become one of the largest OFD platforms, offering easy access, a wide variety of options, and an efficient user experience.
Problem: The emergence of various barriers in online food delivery services has the potential to erode trust, perceived post-usage usefulness, e-WoM, and customer loyalty. Therefore, this study aims to examine the effect of these barriers on these four variables among GoFood users, while also evaluating the moderating role of moral obligation.
Objective: The purpose of this study is to develop an extended structural model to evaluate the dynamics of how barriers influence the loyalty and e-WoM of OFD users, and to formulate strategic recommendations based on empirical findings to minimize barriers and optimize services.
Method: This quantitative study used the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data were collected from 323 respondents through an online survey of GoFood users aged 18–39 in Indonesia.
Results: The results of the study indicate that barriers have a negative effect on trust, e-WoM, and loyalty, while trust and post-usage usefulness have a positive effect on e-WoM and loyalty. Trust was found to mediate the relationship between barriers and e-WoM as well as the relationship between barriers and post-usage usefulness, while post-usage usefulness did not mediate the relationship between barriers and e-WoM. Furthermore, moral obligation did not moderate the relationship between barriers and either trust or post-usage usefulness. Utility motivation—food varieties had a positive effect on trust, whereas food safety risk perception had a negative effect on trust and strengthened the relationship between utility motivation—food varieties and trust.
Added Value: This study enriches the literature on the behavior of OFD service users in Indonesia by highlighting the roles of barriers, trust, and post-usage usefulness. The study’s findings also offer practical implications for OFD service providers in enhancing trust, loyalty, and competitiveness through the effective management of barriers to usage
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | GoFood, Online Food Delivery (OFD), Barriers, e-Word of Mouth (e-WoM), Customer Loyalty, PLS-SEM, Customer Relationship Management. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Gita Elizza Larasati |
| Date Deposited: | 20 Jul 2026 08:08 |
| Last Modified: | 20 Jul 2026 08:08 |
| URI: | http://repository.its.ac.id/id/eprint/135824 |
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