Penelitian faktor-faktor yang mempengaruhi niat pelanggan generasi Z dalam menggunakan layanan pesan antar makanan daring selama masa pandemi COVID-19

Viensa, Vinka Petra (2022) Penelitian faktor-faktor yang mempengaruhi niat pelanggan generasi Z dalam menggunakan layanan pesan antar makanan daring selama masa pandemi COVID-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan orang Indonesia makan di restoran bukan hanya untuk menikmati makanan yang mereka pesan, tetapi juga untuk bersosialisasi dengan teman, keluarga, atau rekan kerja. Salah satu cara masyarakat membeli makanan dan minuman tidak lagi hanya dengan datang ke restoran lalu makan di restoran atau takeaway, tetapi menggunakan layanan pesan antar makanan daring. Layanan pesan antar makanan daring memiliki fungsi sebagai beberapa restoran yang dikumpulkan kemudian menyediakan konsumen dengan berbagai macam pilihan makanan, pengambilan pesanan dan penyampaiannya pesanan kepada produsen makanan, pemantauan pembayaran, pengaturan pengiriman makanan dan penyediaan fasilitas pelacakan untuk makanan yang akan diantar. Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja mempengaruhi niat konsumen generasi Z dalam menggunakan layanan pesan antar makanan daring selama masa pandemi COVID-19. Penelitian dilakukan dengan teknik asosiatif untuk dapat menguji hubungan variabel independen dengan variabel dependen. Data penelitian didapatkan dengan mengirimkan kuesioner kepada 150 responden yang berdomisili di Jabodetabek, yang merupakan generasi Z. Hasil data yang ditemukan dalam penelitian ini menyatakan bahwa Perceived Usefulness, Trust, dan Time Saving Benefits memberikan pengaruh terhadap niatan generasi Z dalam menggunaan layanan pesan antar makanan daring di Jabodetabek sedangkan perceived ease of use, price saving benefits, food safety risk perception, perceived severity, dan perceived vulnerability tidak memberikan pengaruh terhadap niat konsumen generasi Z dalam menggunakan layanan pesan antar daring di Jabodetabek. Penelitian ini dapat diimplikasikan secara nyata bagi pelaku usaha dalam bidang layanan pesan antar makanan daring maupun kepada restoran yang menggunakan jasa layanan pesan antar makanan daring. Pelaku usaha dapat melihat faktor-faktor apa saja yang mempengaruhi niat konsumen dalam menggunakan layanan pesan antar daring. Kata Kunci: Niat, generasi Z, layanan pesan antar makanan daring, COVID-19 / The purpose of Indonesians to eat at restaurants is not only to enjoy the food, but also to socialize with friends, family, or co-workers. One of the ways people buy food and drinks is no longer just by coming to a restaurant and eating in the restaurant, because people can use online food delivery services. The online food delivery service functions as a collection of restaurants which then provides consumers with a wide variety of food choices, order taking and delivery of orders to food manufacturers, monitoring of payments, arranging food delivery and providing tracking facilities for food to be delivered. This study aims to determine what factors influence the intention of generation Z consumers in using online food delivery services during the COVID-19 pandemic. The study was conducted using associative techniques to be able to test the relationship between the independent variables towards the dependent variable. The research data was obtained by sending questionnaires to 150 respondents who live in Jabodetabek, who are generation Z. The results of the data found in this study state that Perceived Usefulness, Trust, and Time Saving Benefits have a significant influence on the intention of generation Z in using online food delivery services in Jabodetabek, while perceived ease of use, price saving benefits, food safety risk perception, perceived severity, and perceived vulnerability has no significant effect on the intention of generation Z consumers in using online food delivery services in Jabodetabek. This research can have real implications for businessmen in the field of online food delivery services as well as for restaurants that use online food delivery services. Businessmen can see what factors influence consumer intentions to use online delivery services. Keywords: Intention, generation Z, online food delivery services, COVID-19

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