Pola kecenderungan masyarakat Surabaya Timur dalam menggunakan layanan pesan antar makanan online

Okweningtyas, Anisa Tri (2022) Pola kecenderungan masyarakat Surabaya Timur dalam menggunakan layanan pesan antar makanan online. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Masyarakat semakin terbiasa melakukan berbagai kegiatan secara daring sehingga tidak terlepas dari penggunaan internet selama pandemi COVID-19. Social distancing menyebabkan masyarakat tidak dapat sering keluar rumah, serta banyak restoran mengikuti anjuran pemerintah dengan hanya melayani pesan antar. Oleh karena itu, solusi yang dapat dilakukan adalah memesan makanan dan minuman melalui jasa layanan pesan antar daring seperti Go-Food, GrabFood, dan ShopeeFood. Masyarakat berusia 18–26 tahun sebagai pengguna terbanyak layanan pesan antar makanan online memilih menggunakan layanan tersebut dengan alasan yang berbeda-beda, bergantung pada layanan yang digunakan. Pada tahun 2021, GrabFood memimpin pasar, namun pada tahun 2022 GrabFood menempati urutan terakhir. Berdasarkan hal tersebut, perlu dilakukan penelitian untuk mengetahui pola kecenderungan masyarakat Surabaya Timur dalam menggunakan layanan pesan antar makanan online dari aspek layanan yang paling sering digunakan, yaitu variasi fitur, efektivitas dan efisiensi, kualitas layanan, serta aspek promo. Hasil penelitian menunjukkan bahwa kualitas layanan dan promo memiliki hubungan yang signifikan terhadap jenis layanan. Layanan pesan antar makanan online GoFood dan GrabFood sama-sama disukai karena potongan harga pada menu makanan, sedangkan GoFood dan ShopeeFood sama-sama disukai karena layanan yang aman dan mudah digunakan. Selain itu, GrabFood cenderung disukai karena kondisi makanan dan kemasan yang diterima dalam keadaan baik, sedangkan ShopeeFood juga disukai karena adanya sistem voucher dan perolehan poin.
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People are increasingly accustomed to conducting their activities online and have become highly dependent on the internet during the COVID-19 pandemic. Social distancing prevented people from frequently leaving their homes, while many restaurants followed the government's recommendations by providing delivery services only. Therefore, the best solution was to order food and beverages through online food delivery services such as GoFood, GrabFood, and ShopeeFood. People aged 18–26 years, who represent the largest group of online food delivery service users, choose these services for different reasons depending on the service used. In 2021, GrabFood led the market, but in 2022, GrabFood ranked last. Based on this situation, it is necessary to conduct research to determine the preferences of people in East Surabaya when using online food delivery services based on the service aspects most frequently considered, namely feature variety, effectiveness and efficiency, service quality, and promotional aspects. The results of this study show that service quality and promotions have a significant relationship with the type of service. GoFood and GrabFood are equally preferred because of discounts on food menus, while GoFood and ShopeeFood are equally preferred because their services are safe and easy to use. In addition, GrabFood tends to be preferred because the food and packaging are received in good condition, while ShopeeFood is also preferred because of its voucher system and point rewards.

Item Type:	Thesis (Other)
Additional Information:	658.834 3 Okw p-1
Uncontrolled Keywords:	Kualitas Layanan, Layanan pesan antar makanan online, Pola Kecenderungan, Segi Promo, Quality of Service, Online food delivery service, Trend Pattern, Promo aspect.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	magang .
Date Deposited:	06 Oct 2026 03:02
Last Modified:	06 Oct 2026 03:02
URI:	http://repository.its.ac.id/id/eprint/145298

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