Consumer Preferences for Online Food Delivery Order Services in DKI Jakarta (Case Study of Go-Food and Grabfood)
Abstract
The purpose of this study was to determine the characteristics of online food delivery consumers in DKI Jakarta and to determine the preferences of online food delivery consumers in DKI Jakarta. This research was conducted in DKI Jakarta covering 5 areas, Jakarta South, Central, East, West, and North Jakarta. The method used for data collection in this research is to use a survey method using a questionnaire tool to collect respondent data, with the respondents' criteria being 1) people living in DKI Jakarta or working in DKI Jakarta, 2) using GoFood and/or GrabFood, 3) aged 16-64 years. The analytical technique used is the Friedman test approach to see the order of attributes that are the priority of OFD consumers in DKI Jakarta. The results of the analysis in this study show that women are 55% and men 45%, the age range is dominated by 16-25 years, with high college education, private employment, and income of 4 million-10 million. The results of the priority attributes of OFD consumers in sequence are Price, Promotion, Time & Delivery, ease of application, halal label, consumer privacy, payment method, restaurant diversification, and restaurant location.
Keywords: preference; online food delivery; Friedman test
Abstrak
Tujuan dari penelitian ini adalah untuk mengetahui karakteristik konsumen pesan antar makanan online di DKI Jakarta dan untuk mengetahui preferensi konsumen pesan antar makanan online di DKI Jakarta. Penelitian ini dilakukan di DKI Jakarta yang meliputi 5 wilayah, Jakarta Selatan, Pusat, Timur, Barat, dan Jakarta Utara. Metode yang digunakan untuk pengumpulan data dalam penelitian ini adalah menggunakan metode survei dengan menggunakan alat kuesioner untuk mengumpulkan data responden, dengan kriteria responden 1) orang yang tinggal di DKI Jakarta atau bekerja di DKI Jakarta, 2) menggunakan GoFood dan/atau GrabFood, 3) usia 16-64 tahun. Teknik analisis yang digunakan adalah pendekatan uji Friedman untuk melihat urutan atribut yang menjadi prioritas konsumen OFD di DKI Jakarta. Hasil analisis dalam penelitian ini menunjukkan bahwa perempuan 55% dan laki-laki 45%, rentang usia didominasi 16-25 tahun, dengan pendidikan tinggi perguruan tinggi, pekerjaan swasta, dan pendapatan 4 juta-10 juta. Hasil atribut prioritas konsumen OFD secara berurutan adalah Price, Promotion, Time & Delivery, kemudahan aplikasi, label halal, privasi konsumen, metode pembayaran, diversifikasi restoran, dan lokasi restoran.Kata Kunci: pilihan; pengiriman makanan online; uji Friedman
Keywords
Full Text:
PDFReferences
Adelawati, Kitty. (2020). Conjoint Analysis of Consumer Preferences on Organic Vegetables at Berastagi Supermarket Medan. [Thesis]. Medan: Univ. Muhammadiyah North Sumatra.
Adhikara. (2005). Who are our consumers? Analysis of consumer changes in the new economic era . Journal of The Winner Vol. 6 no. 2 Pg. 176-183
Andersen, E. (1994). The Evolution of Credence Goods: a Transaction Approach to Product Specification and Quality Control. MAPP Working Paper No.21s
Bilson, Simamora. (2003). Winning Market With Effective & Profitable Marketing. Jakarta : Gramedia Pustaka Utama
Bungin, Burhan. (2005). Quantitative research methodology (1st edition) Jakarta : Prenada Media Group
Creswell, JW (2014). Research Design: Qualitative, Quantitative, and Mixed Method approach. (4th edition) California : SAGE Publication
Elseidi, RI (2018). Determinants of Halal Purchase Intention. Islamic marketing journal. Vol 9 No. 1. Pg. 167-190
Gudono. (2012). Multivariate Data Analysis. Yogyakarta : BPFE Hardani, et al. (2020). Qualitative and Quantitative Research Methods. Yogyakarta : CV.
Group Science Library Kotler, Philip., & Keller (2007)
Marketing Management.
(Issue 1) Jakarta : PT. Index Kotler, Philip. (2002). Marketing Management (Volume 1). Jakarta:Prehallindo
Kotler, Philip., & Armstrong, Gary. (2008) Marketing Principles. Jakarta: Erlangga.
Lan, Hong. (2016). Improvement of Online Food Delivery Service Based on Consumers' Negative
Comments. Canadian Social Science Journal. Vol. 12, No. 5 Pages:84-88
Mahbubi, Ahmad. (2019). Capturing Consumer Value and Clustering Customer Preferences in the Indonesian Halal Beef Market. Tokyo: Tokyo University of Agriculture. Meat Science Hal. 23-32
Nicholson, Walter. (1995). Microeconomic Theory Basic Principles and Extensions (Tenth Edition). USA : Harcourt Brace College Publisher.
Nurhatinah (2018). The Influence of Security, Privacy, and Reputation on Online Shopping Consumer Trust in Padang City. EcoGen
Journal . Vol. 1, No. 1, p. 206-217
Oghbuokiri, Ogechi (2015). Enhancing Courier Service with the Development of an Interactive Mobile App in Android Platform. IOSR- JMCA Journal. Vol. 2 No. 02 Pages : 56-61
Olson, J., & Jacoby, J (1972). Cue Utilization in the Quality Perception process. Journal of Applied Psychology Vol. 59, No. 1.
Pages : 74-78
Pradyawati. (2009). Factors Influence of Food Preference. Jakarta :PT Gramedia Pustaka Utama
Prastanti, Aprilia. (2018). Consumer Preferences for Gatot Tiwul Yu Tum in Gunung Kidul. Yogyakarta: State University of Yogyakarta.
Rubinowo (2012) Basic Behavior and Consumer Goals. Jakarta : PT Gramedia Main library.
Siyoto, Sandu & Sodik, Ali (2015). Basic Research Methodology. Yogyakarta : Media Literacy Publishing
Sugiyono. (2007). Business Research Methods. [print 13]. Bandung : Alpha Beta.
Sugiyono. (2011) Educational research methods, Quantitative, Qualitative, and R&D approaches. Bandung : Alphabeta
Suharjo. (2010). Food Preferences and Consumer Influence. Jakarta : Erlangga
Sukanto. (1997). Physiology Jakarta
: Integrity Press.
Supranto. (2004). Multivariate Analysis (Meaning & Interpretation). [First printing]. Jakarta : Rineka Cipta
Tjiptono. (2014). The influence of the Academic Service Quality Toward Student (Study on Telkom Business Administration Students) Vol. 01, No.2, p. 125-133
Wahyuni, Siti. (2019). Analysis of Coffee Consumer Preferences in the Industrial Revolution Era
0. Journal of Trunojoyo Agrieconomics. Vol 08, No. 02. Pages: 182-194.
DOI: https://doi.org/10.15408/saj.v2i2.29932 Abstract - 0 PDF - 0
Refbacks
- There are currently no refbacks.