Peran Faktor-Faktor Penyajian Produk Terhadap Evaluasi Produk Dan Mitra Online Food Delivery

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
penyajian 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 and 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 affect 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:	24 Jan 2022 04:32
URI:	http://repository.its.ac.id/id/eprint/92480

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