Peranan Platform Food Delivery Service dalam Mendukung Marketing Mix UKM di Masa New Normal

Online food delivery service (OFDS) has been widely utilized during the new normal of COVID-19 pandemic especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction & loyalty in OFDS during the new normal of COVID-19 pandemic in Indonesia by utilizing an extended Theory of Planned Behavior (TPB) approach. 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that Hedonic Motivation (HM) was found to have the highest effect on customer satisfaction, followed by Price (P), Information Quality (IQ), and Promotion (PRO). Interestingly, this study found out that usability factors such as Navigational Design (ND) and Perceived Ease of Use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.

Download Full-text

Studi Netnografi Tentang Keputusan Konsumen Menggunakan Jasa Pesan Antar Makanan Online di Sidoarjo.

JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA ◽

10.29259/jmbs.v18i2.11822 ◽

2020 ◽

Vol 18 (2) ◽

pp. 121-132

Author(s):

Ranny Buggy Wahyu ◽

Nur Diana ◽

Raditya Koesdijarto Putra ◽

Vinsa Adi Laksana ◽

Sigit Hermawan

Keyword(s):

Design Methodology ◽

Marketing Mix ◽

Food Delivery ◽

Dominant Factor ◽

Consumer Decision ◽

Online Delivery ◽

Consumer Decisions ◽

Delivery Service ◽

Delivery Services ◽

Service Application

ABSTRACT Research Objectives - This study aims to determine the effect of prices, products, promotions and distribution on consumer decisions using online food delivery services. Design / Methodology / Approach - The study was conducted by distributing questionnaires to 200 respondents who used an online food delivery service application, namely the Go-Food, GrabFood, McDelivery, KFC Online Delivery and Pizza Hut Delivery applications. This research uses ethnographic methods Findings - The results found that the decision to use online food delivery service is significantly influenced by e-marketing mix with e-place factor as the most dominant factor, while of all these factors it is known that e-product factors do not significantly influence user decisions online food delivery service in Sidoarjo. Originality / value - This research examines the influence of the marketing mix of prices, products, promotions and distribution with different digital concepts from previous studies that still use the traditional marketing mix concept. Keywords: e-Marketing mix, Consumer decision, Online food delivery.

Download Full-text

Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic in a Developing Country: An Extended Theory of Planned Behavior

10.20944/preprints202102.0359.v1 ◽

2021 ◽

Author(s):

Yogi Tri Prasetyo ◽

Hans Tanto ◽

Martinus Mariyanto ◽

Christopher Hanjaya ◽

Satria Fadil Persada ◽

...

Keyword(s):

Customer Satisfaction ◽

Theory Of Planned Behavior ◽

Developing Country ◽

Planned Behavior ◽

Food Delivery ◽

New Normal ◽

Delivery Service ◽

Extended Theory ◽

Factors Influencing ◽

Customer Satisfaction And Loyalty

Online food delivery service (OFDS) has been widely utilized during the new normal of COVID-19 pandemic especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction &amp; loyalty in OFDS during the new normal of COVID-19 pandemic in Indonesia by utilizing an extended Theory of Planned Behavior (TPB) approach. 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that Hedonic Motivation (HM) was found to have the highest effect on customer satisfaction, followed by Price (P), Information Quality (IQ), and Promotion (PRO). Interestingly, this study found out that usability factors such as Navigational Design (ND) and Perceived Ease of Use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.

Download Full-text

Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation

Journal of Open Innovation Technology Market and Complexity ◽

10.3390/joitmc7010076 ◽

2021 ◽

Vol 7 (1) ◽

pp. 76

Author(s):

Yogi Tri Prasetyo ◽

Hans Tanto ◽

Martinus Mariyanto ◽

Christopher Hanjaya ◽

Michael Nayat Young ◽

...

Keyword(s):

Customer Satisfaction ◽

Structural Equation ◽

Food Delivery ◽

Ease Of Use ◽

Equation Modeling ◽

Perceived Ease Of Use ◽

New Normal ◽

Delivery Service ◽

Factors Influencing ◽

Customer Satisfaction And Loyalty

Online food delivery service (OFDS) has been widely utilized during the new normal of the COVID-19 pandemic, especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of the COVID-19 pandemic in Indonesia by utilizing the extended theory of planned behavior (TPB) approach. A total of 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that hedonic motivation (HM) was found to have the highest effect on customer satisfaction, followed by price (P), information quality (IQ), and promotion (PRO). Interestingly, this study found out that usability factors, such as navigational design (ND) and perceived ease of use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.

Download Full-text