Pengaruh atribut aplikasi mobile agregator pesan antar makanan online terhadap conversion

Djajapranata, Priscilla (2019) Pengaruh atribut aplikasi mobile agregator pesan antar makanan online terhadap conversion. Masters thesis, Universitas Pelita Harapan.

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Abstract

Today, customers have growing interest in food delivery service through online food delivery aggregator mobile application provided by Indonesia’s ride hailing players, GrabFood and Go-Food. A survey conducted by the IDN Times in 2019 stated that the food order level in Go-Food was found to be superior to GrabFood. Therefore, this research will find out what mobile application attributes can help the food order (conversion) in GrabFood, with descriptive statistic of Go-Food as a comparison. Data is collected by using non-probability sampling with judgmental sampling, namely by distributing questionnaires to 102 GrabFood customers and 100 Go-Food customers in Jabodetabek who ordered food at least once in the past month. Data is then analyzed using SEM-PLS with the SmartPLS program. From the results of the study, it is found that attributes such as navigational design and collaboration design have effect on conversion, while visual design and information design attributes are found to have no effect on conversion. / Saat ini, customer semakin berminat terhadap layanan pesan antar makanan melalui aplikasi mobile agregator pesan antar makanan online yang disediakan oleh pemain ride hailing di Indonesia, yaitu GrabFood dan Go-Food. Sebuah survey yang dilakukan oleh IDN Times pada tahun 2019 menyebutkan bahwa tingkat pemesanan Go-Food didapati unggul dari GrabFood. Oleh karena itu, penelitian ini bertujuan mencari tahu atribut apa pada aplikasi mobile yang dapat berpengaruh terhadap pemesanan makanan (conversion) pada GrabFood, dengan deskripsi statistik Go-Food sebagai pembanding. Data dikumpulkan dengan cara nonprobability sampling jenis judgmental sampling, yaitu dengan menyebarkan kuesioner kepada 102 customer GrabFood dan 100 customer Go-Food di Jabodetabek yang melakukan pemesanan antar makanan minimal sebanyak satu kali di dalam satu bulan terakhir. Data kemudian dianalisis menggunakan SEMPLS dengan program SmartPLS. Dari hasil penelitian, didapati bahwa atribut navigational design dan collaboration design berpengaruh terhadap conversion, sedangkan atribut visual design dan information design didapati tidak memiliki pengaruh terhadap conversion.

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