ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BEHAVIORAL INTENTION APLIKASI DELIVERY SERVICE FOOD&BEVERAGE

Abstract

- During the Covid-19 pandemic, the food and beverage industry, especially coffee consumption, increased by 44% from 2008-2019. This is also supported by the increasing number of coffee shops with the coffee to go concept, namely coffee shops that are built with simple outlets and focus on serving take away. Fore Coffee is a coffee shop with the concept of coffee to go. During the Covid-19 pandemic, several outlets of Fore Coffee were closed. Facing this circumtance Fore Coffee focused on selling through online media, including applications. However, in 2020 data shows that the performance of the Fore Coffee app has decreased. This of course had an impact on the sales of Fore Coffee. Therefore, the aim of this research is to increase consumer desire to use the Fore Coffee application. Fourteen hypotheses will be tested in this study. The data will be analyzed by using a structural equation model (SEM). The samples analyzed were 145 samples. The results of this study indicate that time saving orientation and price saving orientation have a positive influence on post-usage usefulness and post-usage usefulness has an influence on attitude towards online food delivery services, and behavioral intention. Meanwhile, hedonic motivation and prior online purchase experience have no influence on behavioral intention. Managerial implications will be discussed in depth in this study.
 Keywords: Convenience; Post-Usage Usefulness; Attitude; Behavioral Intention

Perilaku Konsumen Berbelanja Online Dimoderasi Oleh Kehalalan Produk Sebagai Bahan Ajar Menumbuhkan Jiwa Wirausaha Siswa

“…Menarik untuk diteliti, ditengah situasi pandemi covid-19 yang sedang terjadi membawa perubahan manusia dalam berperilaku, khususnya perilaku dalam berbelanja online, terdapat beberapa faktor yang mempengaruhi perilaku belanja online, diantaranya adalah : motivasi hedonis (hedonic motivation) (Abyantoro Seno & Purnamaningsih, 2021), manfaat yang dirasakan (perceived usefullness), norma subjek internal (internal subject norm), norma subjek eksternal (external subject norm) (Koch et al, 2020) dan pandemi covid-19, karena Covid-19 berdampak pada bisnis dan perubahan perilaku konsumen (Baicu et al, 2020). Kemudian, mengingat mayoritas penduduk Indonesia beragama islam, peneliti mencoba meneliti lebih jauh terkait pertimbangan kehalalan produk yang dibeli oleh konsumen, produk yang halal akan memberikan rasa aman kepada konsumen, makan konsumen akan percaya dan loyal terhadap produk atau brand tersebut (Ilsanti et al, 2019), dalam hal ini kehalalalan sebagai variabel moderasi (Putri, 2019) independen dengan variabel dependen.…”