PROPOSED MARKETING STRATEGY TO INCREASE PURCHASE INTENTION THROUGH ONLINE FOOD DELIVERY (CASE OF DAPOER MILACA)

• Main Author: Novira Zahara, Elza
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75225
• Institution: Institut Teknologi Bandung

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.