VALUE-BASED BEHAVIORAL ANALYSIS ON CONSUMERâS PURCHASE DECISION IN USING ONLINE FOOD DELIVERY PLATFORMS
The following research has purpose to identify the behavior analysis of consumer purchase decisions in using Online Food Delivery platforms. This research came from a problem which was appeared from the high competition In the Era Covid-19 pandemic especially for merchant in the culinary sector made...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/70061 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The following research has purpose to identify the behavior analysis of consumer purchase decisions in using Online Food Delivery platforms. This research came from a problem which was appeared from the high competition In the Era Covid-19 pandemic especially for merchant in the culinary sector made SMEs expected to be able to adapt by carrying out business transformation which made the platform used by consumers in ordering online food delivery platform increasingly popular in public. To maintain the stability, the information about behavior analysis can helps to identify the segmentation of the consumer that using Online Food Delivery services. The measurement identified from 450 OFD consumer in Jakarta using questionnaire then analyze the data using decision tree. The results revealed there were 10 predictor variables from the 15 predictor variables that included in the optimal classification tree model, namely the level of education, living place, household composition, purchase frequency, purchase spending, willingness to pay, type merchant, type order, rating choice, and merchant choice. The classification of decision tree in this study shows the different characteristics of consumers in using OFD services. The characteristics of OFD users based on the platforms used shows that Gofood can be divided into seven categories, Grabfood divided into five categories, and Shopeefood having four categories. Each of these characteristics has been represented the segmentation of OFD platform users in Jakarta based on the decision they have made. These results also revealed specifically the target audience characteristic and classification of the behavior segmentation of consumer in using OFD services so that restaurant can maintain the business by doing continuous innovation and utilized the information of segmentation to know the consumer needs as a basis for consideration of decisions for the better improvement. |
|---|