Behavioral Intention Pada Aplikasi Pemesanan Makanan Gofood, Grabfood dan Shopeefood
DOI:
https://doi.org/10.22334/jihm.v13i1.214
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Abstract
Pertumbuhan transaksi secara online melalui media telepon genggam dalam bidang makanan dan minuman meningkat cukup besar yang berdampak pada munculnya aplikasi pemesanan makanan atau food delivery apps. Penelitian ini bertujuan untuk menganalisis hubungan convenience motivation, attitude, dan behavioral intention pada pengguna aplikasi pemesanan makanan yang popular di Indonesia yaitu GoFood, GrabFood, dan ShopeeFood. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 84 penguna GoFood, 95 pengguna GrabFood, dan 16 pengguna ShopeeFood. Instrumen penelitian yang digunakan adalah e-kuesioner yang sifatnya tertutup (close-ended questions) dengan skala Likert ordinal. Teknik survei digunakan untuk mengumpulkan data primer dan studi pustaka dilakukan untuk mengumpulkan data sekunder. Data dianalisis menggunakan teknik path analysis (analisis jalur) dan Uji hipotesis menggunakan uji T. Hasil penelitian menunjukkan bahwa pada GoFood dan GrabFood, convenience motivation memiliki pengaruh positif terhadap behavioral intention melalui attitude sebagai mediasi. Namun hal ini berbeda pada ShopeeFood dimana attitude tidak berperan sebagai mediasi antara convenience motivation dan behavioral intention.
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