PROPOSED MARKETING STRATEGY TO INCREASE PURCHASE INTENTION THROUGH ONLINE FOOD DELIVERY (CASE OF DAPOER MILACA)
Indonesia’s business and creative sectors are predicted to have great potential to become the backbone of the Indonesian economy in the future, including the culinary field that continues to grow in recent years. The growth of the food and beverage industry in the third quarter of 2022 reached 3....
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| Main Author: | |
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75225 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia’s business and creative sectors are predicted to have great potential to
become the backbone of the Indonesian economy in the future, including the culinary
field that continues to grow in recent years. The growth of the food and beverage
industry in the third quarter of 2022 reached 3.57%, higher than the same period last
year which was recorded at 3.49%. The purpose of this study is to identify factors that
significantly influence purchase intention through online food delivery and to propose
the right marketing strategy to increase the purchase intention through online food
delivery at Dapoer Milaca. This study utilizes a combination of qualitative and
quantitative research methods. In this research, the author uses information from
primary and secondary sources. The author utilized a non-probability judgmental
sampling technique. The result of the study shows that the aesthetic appeal, perception
of post-COVID-19 risk, desire for food and convenience of online food ordering have
the most influence on purchase intention. If consumers’ desires were stimulated with
aesthetic appeal in food delivery applications, they became more likely to purchase
food online. Consumers’ perception of post-COVID-19 risk has significant impact to
their desire for food and convenience of online food ordering, that would be associated
with their purchase intentions. The strategy alternatives that the author made for
solving the root cause are aesthetic marketing and optimizing social media marketing
strategy. Aesthetic marketing give solution to the root cause of unattractive food
presentation on FDAs menu. While optimizing social media marketing will give
solution to the root cause of the lack of mass advertisement, lack of creativity on social
media content and less interactive promotion. |
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