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Generasi milenial, yang akrab dengan perangkat elektronik dan internet, telah terbiasa mengorder makanan melalui aplikasi. Karena penggunaan aplikasi untuk pemesanan makanan telah meluas karena era ekonomi digital. Dimana kegiatan ekonomi sudah mulai berbasiskan pada pemanfaatan teknologi informasi. Namun, hal ini tentunya perlu diteliti lebih lanjut untuk mengetahui lebih banyak tentang bagaimana teknologi melalui order online dapat mempengaruhi perilaku minat dan keputusan pembelian kembali di kalangan generasi milenial. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi konsumen untuk melakukan repurchase decision, diantaranya perceived ease of use, perceived usefulness, trust, dan purchase decision. Dalam penelitian ini populasi yang digunakan sebagai sampel sebanyak 100 responden. Penulis menggunakan data primer yaitu dengan menyebarkan kuesioner terhadap pengguna GoFood. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengolahan data yang digunakan yaitu dengan menggunakan t-test pada masing-masing jalur pengaruh langsung secara parsial. Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan (perceived ease of use) berpengaruh terhadap niat membeli (purchase decision), persepsi kegunaan (perceived usefulness) berpengaruh terhadap niat membeli (purchase decision), kepercayaan (trust) berpengaruh terhadap niat membeli (purchase decision), persepsi kemudahan penggunaan (perceived ease of use) berpengaruh terhadap niat membeli kembali (repurchase decision), persepsi kegunaan (perceived usefulness) berpengaruh terhadap niat membeli kembali (repurchase decision), kepercayaan (trust) berpengaruh terhadap niat membeli kembali (repurchase decision), dan niat membeli (purchase decision) berpengaruh terhadap niat membeli kembali (repurchase decision). Implikasi penelitian ini semakin memperjelas bagaimana peranan teknologi yang diterapkan dalam bisnis kuliner mempengaruhi perilaku minat masyarakat untuk menggunakan aplikasi gofood.
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References
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- A. Munna, K. Nugrohi, and K. Hadiono, “Analisis Penerimaan Teknologi Aplikasi Pemesanan Makanan Gofood dengan Technology Acceptance Model dan Pearson Correlation,” J. Sains Komput. Inform., vol. 7 Nomor 2, no. September, pp. 740–752, 2023.
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- A. D. Purwati and M. F. Najib, “Penerimaan Teknologi oleh Pelaku UMKM Kuliner di Kota Bandung terhadap Penggunaan Aplikasi Gobiz,” Ind. Res. Work. Natl. Semin., pp. 26–27, 2020.
- M. A. Idris, Y. Ismail, and Z. I. Rizman, “The Technology Acceptance of Small and Medium Enterprise towards Vegetable Cutting Technology,” J. Appl. Environ. Biol. Sci., vol. 7, no. 3, pp. 209–213, 2017.
- E. P. Ariningsih, W. Wijayanti, and M. G. Prasaja, “Intention to Use E-wallet Dilihat dari Perceived Usefulness, Perceived Ease of Use, Perceived Security, dan Trust,” J. Maksipreneur Manajemen, Koperasi, dan Entrep., vol. 11, no. 2, p. 227, 2022, doi: 10.30588/jmp.v11i2.916.
- M. A. Selamat and N. A. Windasari, “Chatbot for SMEs: Integrating customer and business owner perspectives,” Technol. Soc., vol. 66, no. July, p. 101685, 2021, doi: 10.1016/j.techsoc.2021.101685.
- D. Suleman et al., “Exploring the relationship between trust, ease of use after purchase and switching re-purchase intention,” Int. J. Data Netw. Sci., vol. 5, no. 3, pp. 465–470, 2021, doi: 10.5267/j.ijdns.2021.4.002.
- P. Kotler and K. L. Keller, Marketing Managemen, 15th ed. Pearson Education, Inc, 2016.
- R. Setyorini and R. P. Nugraha, “The Effect Of Halal Label And Trust On Repurchase Intention With Perceived Usefulness As An Intervening Variable On Halal Food Products In Shopee Marketplace,” Asian J. Technol. Manag., vol. 9, no. 1, pp. 1–7, 2016.
References
V. Fitranita, I. Zoraya, and I. O. Wijayanti, “Factors Affecting Interest In Using E-Commerce and E-Wallet with Using Technology Acceptance Model,” J. Akunt., vol. 13, no. 2, pp. 98–108, 2023.
F. Soemitro, M. I. Perkasa, N. M. Arifin, S. Wulansari, and T. Julia, “Faktor-faktor yang Mempengaruhi Intensi Pelanggan dalam Menggunakan Online Food Delivery (OFD) di Indonesia,” J. Bus. Appl. Manag., vol. 16, no. 1, p. 039, 2023, doi: 10.30813/jbam.v16i1.4216.
E. N. F. M. Daffa and A. N. Praswati, “Pengaruh Persepsi Kegunaan Dan Persepsi Resiko Terhadap Niat Pembelian Ulang Food Delivery App Pada Generasi Milenial Dengan Kepercayaan Sebagai Variabel Mediasi,” J. Lentera Bisnis, vol. 12, no. 2, p. 359, 2023, doi: 10.34127/jrlab.v12i2.767.
A. Munna, K. Nugrohi, and K. Hadiono, “Analisis Penerimaan Teknologi Aplikasi Pemesanan Makanan Gofood dengan Technology Acceptance Model dan Pearson Correlation,” J. Sains Komput. Inform., vol. 7 Nomor 2, no. September, pp. 740–752, 2023.
B. M. Izzati, “Analysis of Customer Behavior in Mobile Food Ordering Application Using UTAUT Model (Case Study: GoFood Application),” Int. J. Innov. Enterp. Syst., vol. 4, no. 01, pp. 23–34, 2020, doi: 10.25124/ijies.v4i01.45.
K. Jun, B. Yoon, S. Lee, and D. S. Lee, “Factors influencing customer decisions to use online food delivery service during the covid-19 pandemic,” MDPI Journals Food, vol. 11, no. 1, pp. 1–15, 2022, doi: 10.3390/foods11010064.
S. T. Siregar, R. P. Lita, and M. Ma’ruf, “Technology Acceptance by Cullinary SMES in Padang City for Shopee Food E-Commerce Service,” Charli Ones Chintya,Putri Intan permata sari dkk., vol. 8, no. 2, pp. 491–502, 2020.
F. Herzallah and M. Mukhtar, “The impact of percieved usefulness, ease of use and trust on managers’ acceptance of e-commerce services in small and medium-sized enterprises (SMEs) in Palestine,” Int. J. Adv. Sci. Eng. Inf. Technol., vol. 6, no. 6, pp. 922–929, 2016, doi: 10.18517/ijaseit.6.6.1377.
N. S. Suseno, D. C. Ingawan, and I. Rosmayati, “Identifikasi Behavioral Intention dengan Pendekatan Technology Acceptance Model,” J. Algoritm., vol. 18, no. 1, pp. 292–301, 2021, doi: 10.33364/algoritma/v.18-1.931.
C. Hong, E. Choi, and H. Joung, “Determinants of customer purchase intention toward online food delivery services: The moderating role of usage frequency,” J. Hosp. Tour. Manag., vol. 54, pp. 76–87, 2023.
N. Singh and N. Sinha, “How perceived trust mediates merchant’s intention to use a mobile wallet technology,” J. Retail. Consum. Serv., vol. 52, no. July 2019, p. 101894, 2020, doi: 10.1016/j.jretconser.2019.101894.
K. Bupalan, S. A. Rahim, A. Ahmi, and N. A. A. Rahman, “Consumers’ repurchase intention towards counterfeit products,” Int. J. Supply Chain Manag., vol. 8, no. 3, pp. 973–981, 2019.
S. F. Yeo, C. L. Tan, S. L. Teo, and K. H. Tan, “The role of food apps servitization on repurchase intention: A study of FoodPanda,” Int. J. Prod. Econ., vol. 234, no. August 2020, p. 108063, 2021, doi: 10.1016/j.ijpe.2021.108063.
A. D. Purwati and M. F. Najib, “Penerimaan Teknologi oleh Pelaku UMKM Kuliner di Kota Bandung terhadap Penggunaan Aplikasi Gobiz,” Ind. Res. Work. Natl. Semin., pp. 26–27, 2020.
M. A. Idris, Y. Ismail, and Z. I. Rizman, “The Technology Acceptance of Small and Medium Enterprise towards Vegetable Cutting Technology,” J. Appl. Environ. Biol. Sci., vol. 7, no. 3, pp. 209–213, 2017.
E. P. Ariningsih, W. Wijayanti, and M. G. Prasaja, “Intention to Use E-wallet Dilihat dari Perceived Usefulness, Perceived Ease of Use, Perceived Security, dan Trust,” J. Maksipreneur Manajemen, Koperasi, dan Entrep., vol. 11, no. 2, p. 227, 2022, doi: 10.30588/jmp.v11i2.916.
M. A. Selamat and N. A. Windasari, “Chatbot for SMEs: Integrating customer and business owner perspectives,” Technol. Soc., vol. 66, no. July, p. 101685, 2021, doi: 10.1016/j.techsoc.2021.101685.
D. Suleman et al., “Exploring the relationship between trust, ease of use after purchase and switching re-purchase intention,” Int. J. Data Netw. Sci., vol. 5, no. 3, pp. 465–470, 2021, doi: 10.5267/j.ijdns.2021.4.002.
P. Kotler and K. L. Keller, Marketing Managemen, 15th ed. Pearson Education, Inc, 2016.
R. Setyorini and R. P. Nugraha, “The Effect Of Halal Label And Trust On Repurchase Intention With Perceived Usefulness As An Intervening Variable On Halal Food Products In Shopee Marketplace,” Asian J. Technol. Manag., vol. 9, no. 1, pp. 1–7, 2016.