ANALYZING CUSTOMER INTENTION TO CONTINUOUSLY USE BRANDED MOBILE FOOD ORDERING APPS IN INDONESIA

• Main Author: Raizan Widhiantari, Fayza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65157
• Institution: Institut Teknologi Bandung

The current trends of digitalization and technological development in almost all industries in the world has prompted an increase in the use of mobile apps that support daily activities. The food industry in Indonesia is one of the industries that has launched many mobile food ordering apps that make it easier for customers to order food anywhere. The use of mobile food ordering apps for food brands has also given rise to several comparisons of experience, levels of satisfaction, and the intention to use them continuously for customers between food brands in Indonesia. Therefore, the purpose of this research is to identify factors that influence customers' continuous usage intention on mobile food ordering apps, to describe how the factors can influence customers' continuous usage intention on mobile food ordering apps, and to develop recommendations that can be implemented by the brands to improve their branded mobile food ordering apps in Indonesia, with Starbucks Indonesia, McDonald's, and Pizza Hut Indonesia as the three research objects that will be tested in this research. To prove the hypotheses from previous studies and answer the research questions, a quantitative approach using an online survey was taken. The online survey was conducted with 268 respondents domiciled in Bandung or Jakarta from the age group between 17-34 years old that have experienced using one of the three branded mobile food ordering apps within the last one month. The research findings indicate that each mobile app has different significant and positive relationships with each variable based on the hypotheses. However, there are several hypotheses that are similarly accepted between the three mobile apps, which are hedonic motivation towards e-satisfaction, e-satisfaction towards habit, and habit towards continuous usage intention. Furthermore, several hypotheses that are similarly rejected between the three apps include performance expectancy towards continuous usage intention, effort expectancy towards continuous usage intention, social influence towards continuous usage intention, and hedonic motivation towards continuous usage intention. The research also resulted in different recommendations for Starbucks Indonesia, McDonald's, and Pizza Hut Indonesia, but each brand is suggested to improve their application performance in terms of technological aspects, ease of access, as well as customer service performance to increase customer satisfaction and the intention to continually use the apps. Keywords: Branded Mobile Food Ordering Apps; Continuous Usage Intention; McDonald's; Pizza Hut Indonesia; Starbucks Indonesia