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Ditemukan 2 dokumen yang sesuai dengan query
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Salvinna Alithea
Purchase intention melalui desire for food dan perceived of convenience selama pandemi COVID-19: studi pada konsumen Cloud Kitchen Hangry = The effect of online menu and perception of risk on purchase intention through desire for food and perceived of convenience during the COVID-19 pandemic: study on Hangry Cloud Kitchen consumer
Abstrak :
Pandemi COVID-19 mendorong industri food and beverages untuk mengambil langkah strategis dengan menyediakan layanan pemesanan makanan secara daring. Penelitian ini bertujuan untuk menganalisis pengaruh online menu dan perception of risk terhadap purchase intention melalui desire for food dan perceived of convenience pada cloud kitchen Hangry. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non- probability sampling. Jumlah responden dalam penelitian ini adalah 136 responden yang diperoleh melalui kuesioner secara daring. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan software SmartPLS. Berdasarkan hasil penelitian ditemukan adanya pengaruh antara online menu terhadap desire for food, perception of risk terhadap desire for food, dan desire for food terhadap purchase intention. Selain itu, ditemukan juga bahwa perception of risk tidak berpengaruh terhadap perceived of convenience dan perceived of convenience tidak berpengaruh terhadap purchase intention. Selanjutnya, ditemukan juga bahwa desire for food mampu memediasi online menu dan perception of risk terhadap purchase intention. Sedangkan perceived of convenience tidak memediasi perception of risk terhadap purchase intention. ......The COVID-19 pandemic has forced the food and beverage industry to take strategic steps by providing online food ordering services. This study aims to analyze the effect of online menu and perception of risk on purchase intention through desire for food and perceived of convenience on Hangry cloud kitchen. This study uses a quantitative approach with a non-probability sampling technique. The number of respondents in this study was 136 respondents obtained through an online questionnaire. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS software. Based on the results of the study, it was found that there was an effect between the online menu on the desire for food, the perception of risk on desire for food, and desire for food on purchase intention. In addition, it was also found that the perception of risk had no effect on the perceived of convenience and the perceived of convenience had no effect on purchase intention. Furthermore, it was also found that desire for food is able to mediate online menu and perception of risk on purchase intention. Meanwhile, perceived of convenience does not mediate the perception of risk on purchase intention.
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Winarif Wiwa Soetijoso
Pengaruh Tampilan Menu pada Platform Pengiriman Makanan Online Terhadap Niat Membeli Kembali Konsumen Indonesia Selama Pandemi COVID-19 = The Effect of Menu Display on Online Food Delivery Platforms Toward Indonesian Consumers Repurchase Intentions During COVID-19 Pandemic
Abstrak :
Virus corona (COVID-19) yang menjadi pandemi pada tahun 2020 berdampak besar dan merugikan bagi perekonomian global. Sebagai akibat dari pandemi, pemerintah di seluruh dunia merekomendasikan orang untuk membatasi interaksi tatap muka. Kebijakan ini kemudian mempengaruhi restoran dan pemilik bisnis di industri F&B, mengharuskan mereka untuk meningkatkan pengalaman pelanggan digital dengan mempromosikan layanan kenyamanan seperti pengiriman makanan online melalui situs web restoran atau platform pemesanan makanan online untuk meningkatkan penjualan dan menghasilkan pendapatan baru. Tujuan dari penelitian ini adalah untuk menguji hubungan yang jelas antara rangsangan pemasaran daya tarik visual & keinformatifan menu restoran dengan keinginan konsumen terhadap makanan selama pandemi COVID-19. Purposive sampling dengan teknik survei online dilakukan pada kohort generasi Y dan Z. 243 responden dikumpulkan dan dianalisis menggunakan Metode Persamaan Struktural Partial Least Square (PLS-SEM). Berdasarkan penelitian ini juga ditemukan bahwa stimulus pemasaran yang digunakan dalam penelitian ini berpengaruh signifikan terhadap keinginan konsumen terhadap makanan. Sedangkan pengaruh rangsangan sosial tidak berpengaruh signifikan terhadap keinginan konsumen terhadap makanan. Selain itu, berdasarkan penelitian, kenyamanan konsumen saat menggunakan pemesanan makanan secara online dianggap sebagai salah satu variabel yang berpengaruh signifikan terhadap niat beli ulang. Dengan demikian, penelitian ini diharapkan dapat membantu pemilik UKM ketika mempertimbangkan untuk mengubah model bisnis konvensional mereka menjadi lebih digital (Petrova dan Cialdini, 2005). ......The coronavirus (COVID-19), which became a pandemic in 2020, had a huge and detrimental impact on the global economy. As a result of the pandemic, governments all around the world recommended people to limit their face-to-face interactions. This policy then affects restaurants and business owners in the F&B industry, requiring them to improve the digital customer experience by promoting convenience services such as online food delivery via restaurant websites or online food ordering platforms to boost sales and generate new revenue. The goal of this research is to examine a clear relationship between marketing stimuli of restaurant menu visual appeal & informativeness and consumers’ desire for food during COVID-19 pandemic. Purposive sampling with online survey technique was done on Y and Z generational cohort. 243 respondents were collected and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). Based on this research, it is also found that the defined marketing stimuli used in this research significantly affect the consumers’ desire for food. Whereas the effect of social stimuli does not significantly affect the consumers’ desire for food. Moreover, based on the research, consumers’ convenience when using online food ordering is considered as one of the variables which significantly affect repurchase intention. Thus, this research hopefully will help SME owners when considering changing their conventional business model to be more digitized (Petrova and Cialdini, 2005).
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library