Pemanfaatan Aplikasi Pengiriman Makanan Pasca Penurunan Level Pembatasan Kegiatan Masyarakat Akibat Covid-19 Di Indonesia
DOI:
https://doi.org/10.25126/jtiik.2023106859Abstrak
Penggunaan aplikasi pengiriman makanan meningkat sangat cepat, terlebih saat terjadinya Pandemi COVID-19, dimana pergerakan orang dibatasi, membuat setiap orang berupaya menggunakan aplikasi pengiriman makanan atau Food Delivery Application (FDA) dalam memenuhi kebutuhan pangan. Penurunan jumlah kasus COVID-19 menyebabkan pemerintah Indonesia menurunkan level Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) sehingga masyarakat dapat beraktivitas sosial kembali. Tujuan penelitian ini adalah untuk menilai instrumen yang memengaruhi Continuance Intention FDA pasca penurunan level PPKM COVID-19 menjadi level 1 di Indonesia. Sebanyak 166 responden telah dikumpulkan. Kuesioner terdari dari 17 pertanyaan demografi dan 38 pertanyaan indikator. Skala Likert dengan lima tingkat penilaian digunakan untuk mengevaluasi pertanyaan indikator. Model yang digunakan adalah Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Data dianalisis dengan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS), meliputi analisis faktor, analisis jalur, dan regresi. Penelitian menunjukkan Performance Expectancy, Social Influence, Habit, dan Rasa Solidaritas berdampak signifikan pada Continuance Intention FDA. Effort Expectancy, Facilitating Condition, Hedonic Motivation, Price Value, dan Risk Perception menunjukkan pengaruh yang tidak signifikan terhadap Continuance Intention. Pengembang FDA dapat menggunakan data ini untuk meningkatkan layanan mereka dan menambah pemahaman tentang FDA, loyalitas pengguna, peluang bisnis dan strategi pemasaran. Restoran dapat menggunakan kajian ini untuk melihat pergeseran pola pembelian makanan.
Abstract
The use of food delivery applications is increasing very quickly, especially during the COVID-19 Pandemic, when people's movements were restricted, making everyone try to use Food Delivery Applications (FDA) to meet their meal needs. The decrease in the number of COVID-19 cases has caused the Indonesian government to lower the level of Enforcement of Restrictions on Community Activities (PPKM) so that people can return to common social activities. The purpose of this study was to assess the instruments that influence the FDA's Continuance Intention after the reduction in the level of PPKM COVID-19 to level 1 in Indonesia. A total of 166 respondents have been collected. The questionnaire consists of 17 demographic questions and 38 indicator questions. A Likert scale with five rating levels was used to evaluate the indicator questions. The model used is the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Data were analyzed using Partial Least Square (PLS) based Structural Equation Modeling (SEM), including factor analysis, path analysis, and regression. Research shows Performance Expectancy, Social Influence, Habit, and Sense of Solidarity have a significant impact on FDA Continuance Intention. Effort Expectancy, Facilitating Condition, Hedonic Motivation, Price Value, and Risk Perception show no significant effect on Continuance Intention. FDA developers can use this data to improve their services and increase their understanding of the FDA, user loyalty, and identify marketing opportunities and strategies. Restaurants can use this assessment to see shifts in food purchasing patterns.
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