Consumer Insight During Covid-19: Understanding the Influence of Price Saving Benefits, Time Saving Benefits, and Food Safety Risk Perception To Consumer Intention On Online Food Delivery
DOI:
https://doi.org/10.12695/jmt.2023.22.3.1Keywords:
Abstract
Abstract. Technology has a significant impact on human existence, particularly in the phenomenon of online food delivery services. Every year, this makes online food shopping more appealing to the public. The study's goal is to compare consumers' willingness to use online meal delivery services during the Covid-19 pandemic to the new normal. The research methodology employed in the study was multivariate Structural Equation Modeling (SEM). Price savings benefits, time savings benefits, and food safety risk perceptions are all considered crucial and relevant in influencing customer intentions. The relevant data was acquired from online meal delivery customers by 299 data during the survey stage. A Google form was used to conduct the survey online. The Partial Least Square SEM approach will be utilized for the data analysis calculation stage. The findings of this investigation reveal three established hypothetical links. Data analysis revealed that Food Safety Risk Perception has a negative and significant impact on customer intentions. Customers' intentions are positively influenced by the Price Saving Benefit and the Time Saving Benefit is revealed to be the highest beta value. This study also discusses theoretical and practical contributions.
Keywords: Online food delivery, price saving benefits, time saving benefits, food safety risk perceptions, consumer intention
Abstrak. Teknologi memiliki dampak yang signifikan terhadap keberadaan manusia, khususnya dalam fenomena layanan pengiriman makanan. Setiap tahun, ini membuat belanja makanan online lebih menarik bagi masyarakat umum. Tujuan studi tersebut adalah membandingkan keinginan konsumen untuk menggunakan layanan pesan antar makanan online di masa pandemi Covid-19 dengan kenormalan baru. Metodologi penelitian yang digunakan dalam penelitian ini adalah multivariat Structural Equation Modeling (SEM). Manfaat penghematan harga, manfaat penghematan waktu, dan persepsi risiko keamanan pangan semuanya dianggap penting dan cukup relevan dalam memengaruhi niat pelanggan. Data yang relevan diperoleh dari pelanggan pengiriman makanan online dengan jumlah 299 data selama tahap survei. Formulir Google digunakan untuk melakukan survei online. Pendekatan SEM Partial Least Square akan digunakan untuk tahap perhitungan analisis data. Temuan penyelidikan ini mengungkapkan tiga hubungan hipotetis yang mapan. Analisis data mengungkapkan bahwa Persepsi Risiko Keamanan Pangan memiliki dampak negatif dan signifikan terhadap niat pelanggan. Niat pelanggan dipengaruhi secara positif oleh Price Saving Benefit dan Time Saving Benefit ditemukan sebagai nilai beta tertinggi. Studi ini juga membahas kontribusi teoritis dan praktis.
Kata kunci: Pengiriman makanan online, manfaat penghematan harga, manfaat penghematan waktu, persepsi risiko keamanan pangan, niat konsumen
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ali, F., Harris, K. J., & Ryu, K. (2019). Consumers’ return intentions towards a restaurant with foodborne illness outbreaks: Differences across restaurant type and consumers’ dining frequency. Food Control, 98, 424–430.
Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Borres, R. D., Gumasing, M. J. J., & Nadlifatin, R. (2023). The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion. Sustainability, 15(11), 8502.
Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Mariñas, K. A., Nadlifatin, R., Borres, R. D., & Gumasing, M. J. J. (2023). Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach. Sustainability, 15(5), 4477.
Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108–116.
C.Hong et al. (2014). Evaluation of satisfaction and repurchase intention in online food group-buying, using Taiwan as an example. British Food Journal, 116(1), 44–61.
Dazmin, D., & Ho, M. Y. (2019). The relationship between consumers’ price-saving orientation and time-saving orientation towards food delivery intermediaries (FDI) services: an exploratory study. Gsj, 7(2).
Hong, C., Choi, H. H., Choi, E.-K. C., & Joung, H.-W. D. (2021a). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509–518.
Hong, C., Choi, H. H., Choi, E.-K. C., & Joung, H.-W. D. (2021b). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509–518.
Inglis, A. (2003). A comparison of online delivery costs with some alternative distance delivery methods. Handbook of Distance Education, 727–740.
Intan Muliana Rhamdhani. (2021). Analisis niat beli konsumen melalui online food delivery di era pandemic covid-19. Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 29(2), 17–28.
Kimes, S. E. (2011). Customer perceptions of electronic food ordering. Cornell Hospitality Report. Customer Perceptions of Electronic Food Ordering. Cornell Hospitality Report, 11, 10, 6–15.
Marcella puspita & Adriana Aprilia. (2020). Faktor-faktor pendorong konsumen surabaya membeli makanan dan minuman melalui aplikasi gofood dan grabfood. Jurnal Management Perhotelan, 6(2), 88–98.
Mehrolia, S., Alagarsamy, S., & Solaikutty, V. M. (2021). Customers response to online food delivery services during COVID‐19 outbreak using binary logistic regression. International Journal of Consumer Studies, 45(3), 396–408.
Minto, W. (2016). Mudah cepat tepat penggunaan tools Amos dalam aplikasi (SEM). UPN “Veteran” Jatim.
Nardi et al. (2020). A metaanalytic review of food safety risk perception. Food Control.
Ong, A. K. S., Prasetyo, Y. T., Mariñas, K. A., Perez, J. P. A., Persada, S. F., Nadlifatin, R., Chuenyindee, T., & Buaphiban, T. (2022). Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability, 14(22), 15477.
Ong, A. K. S., Prasetyo, Y. T., Vallespin, B. E., Persada, S. F., & Nadlifatin, R. (2022). Evaluating the influence of service quality, hedonic, and utilitarian value on shopper’s behavioral intentions in urban shopping malls during the COVID-19 pandemic. Heliyon, 8(12), e12542.
Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). Factors affecting customer satisfaction and loyalty in online food delivery service during the COVID-19 pandemic: Its relation with open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 76.
Sangeeta Mehrolia, S. A. & V. M. S. (2020). Customers response to online food delivery services during COVID-19 outbreak using binary logistic regression. International Journal of Consumer Studies, 396–408.
See-Kwong, G., Soo-Ryue, N.G., Shiun-Yi, W. and Lily, C. (2017). Outsourcing to online food delivery services: Perspective of F&B business owners. Journal of Internet Banking and Commerce, 22(2), 1–18.
Statista. (2017). Food Delivery in Indonesia. Https://Www.Statista.Com/Outlook/374/120/Fooddelivery/.
Weston, R., & Gore Jr, P. A. (2006). A brief guide to structural equation modeling. The Counseling Psychologist, 34(5), 719–751.
World Health Organization. (2020). HO Director-General’s opening remarks at the media briefing on COVID-19. . . Https://Www.Who.Int/Director-General/Spee Ches/Detail/Who-Director-General-s-Opening-Remarks-at-the-Media-Briefing-on-Co Vid-19.
Yeo, V. C. S., Goh, S.-K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162.
Downloads
Submitted
Accepted
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen Teknologi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.
