CUSTOMER PURCHASE INTENTION IN USING ONLINE FOOD ORDERING PLATFORM

• Main Author: Nuraisyah, Mala
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41774
• Institution: Institut Teknologi Bandung

The internet has influenced the lifestyle of people in Indonesia, including the Indonesia culinary industry. The culinary industry is the largest creative industry in Indonesia. Based on data from Badan Pusat Statistik (BPS), culinary contributed 33% to the total GDP for the Creative Industry. Gojek and Grab are the two largest car-hailing service companies in Indonesia. Grab excels in regional coverage, as many as 117 cities. Go-Food merchants have reached more than 125,000 merchants in 50 cities, Gojek partners get 79 billion, with 80% of them being SMEs. The purpose of this research is to investigate the factors influencing the customer in using an online food ordering platform. To achieve this purpose, secondary data were collected through rigorous literature review. Followed by the collection of primary data through a customer survey. The survey was conducted online by using a questionnaire as the research tool. The respondents come from various background and areas, but the majorities are from Bandung and in university environment. There are 203 respondents who have transacted on an online food ordering platform, especially gofood and grabfood. To analyze the data, the researcher uses multiple regressions analyze to determine the interrelation of different variables in purchase intention. Empirical results show that there are significant correlation between independent variables (trust and perceived ease of use) towards the dependent variable (purchase intention through online food ordering platform). Meanwhile another dependent variable (novelty, freshness and perceived risk, Perceived of usefulness) was not significant correlation to independent variable. This study is important to the marketers to understand the factors that influence consumers purchase intention. Business owners or marketers could also make improvement and strengthen their business based on selected variable to be more competitive.