Since ride-hailing platforms in Indonesia provide food order-delivery feature, there has been a change in public spending behavior from conventional to electronic, even on the most basic element, i.e., food. The purpose of this study is to identify critical factors affecting consumers’ adoption of ride-hailing applications to buy food using the Unified Theory of Acceptance and Use of Technology (UTAUT) approach. This study uses a cross-sectional design with a non-probability sampling method. Data was collected from self-administered questionnaire, resulting a total sample of 315 respondents across Indonesia. The respondents are GrabFood and GoFood consumers and the food order-delivery feature of Grab and Gojek (the ride-hailing applications). The study employs PLS-SEM technique to analyze the relationships among variables. The findings show performance expectancy, social influence, and facilitating conditions positively influence behavioral intention to use food order-delivery features in ride-hailing applications. On the other hand, effort expectancy does not influence behavioral intention. The results corroborate the role of food-order feature of ride-hailing applications in the change of Indonesian consumer behavior. Referring to the study results, theoretical contributions and practical implications are provided.

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

The main objective of this research is to develop a conceptual model of competitive advantage that can improve marketing performance. The specific targets of this study empirically examine the effects of market orientation, entrepreneurial orientation, competitive advantage on marketing performance. The sampling technique used was purposive sampling, the sample in this study was the leadership of small and medium food businesses of 225 respondents in Indonesia. The sampling technique used was purposive sampling business leaders in Indonesia. After being collected, it is analyzed with SPSS 16 technique. The theoretical findings in this research namely enriching the literature creating competitive advantage can improve marketing performance. While the managerial findings in this study are models for developing small and medium scale food industries in Indonesia.

This study aims to examine the effect of knowledge capabilities, relational capabilities, network marketing and marketing performance. The research sample was 215 respondents. The analysis tool uses SEM (Structural Equation Modeling). AMOS version 16 is used for data processing. The findings of this study are, first, knowledge capability has a significant positive effect on network marketing and marketing performance. Second, network marketing has a significant positive effect on marketing performance. Third, relationship capability has a significant positive effect on network marketing but not significant on marketing performance.