Peran kepercayaan pada pengguna ghost kitchen

Sinta, Sinta (2023) Peran kepercayaan pada pengguna ghost kitchen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia menjadi salah satu negara yang memiliki keanekaragaman, salah satunya di bidang makanan. Industri makanan dan minuman ini mengalami pertumbuhan yang paling lambat pada tahun 2020 seiring terjadinya pandemi Covid-19. Pandemi Covid-19 ini telah mempengaruhi cara konsumen dalam mengelola kehidupan sehari-sehari, termasuk cara mereka memesan makanan atau minuman dari restoran. Perubahan inilah yang mendorong adanya ghost kitchen. Model penelitian ini meliputi variabel food quality, price, online review, trust, purchase intention, dan word of mouth. Dengan demikian, tujuan dari penelitian ini yaitu menguji dan menganalisis adanya pengaruh positif antar variabel. Penelitian ini menggunakan metode penyebaran kuesioner kepada seluruh warga Indonesia yang berusia di atas 17 hingga 42 tahun atau masuk ke dalam kategori gen Z dan milenial dan pernah melakukan pembelian pada ghost kitchen dalam 3 bulan terakhir. Teknik pengumpulan data dilakukan dengan purposive sampling. Data yang didapatkan dari penyebaran kuesioner sebanyak 436 responden. Pengolahan data menggunakansoftware statistik yaitu SmartPLS (v.3.2.9) melalui pendekatan PLS-SEM. Teori pendukung dalam penelitian ini yaitu teori nilai konsumsi, planned behavior, dan prospek. Hasil yang diperoleh dalam pengujian ini adalah food quality, price, dan online review berpengaruh positif dan signifikan terhadap trust. Trust berpengaruh positif dan signifikan terhadap purchase intention dan word of mouth. / Indonesia is one of the countries that has diversity, one of which is in the food sector. The food and beverage industry experienced the slowest growth in 2020 due to the Covid-19 pandemic. The Covid-19 pandemic has affected the way consumers manage their daily lives, including the way they order food or drinks from restaurants.This change is what drives the existence of ghost kitchens. This research model includes variables of food quality, price, online reviews, trust, purchase intention, andword of mouth. Thus, the purpose of this study is to test and analyze the positive influence between variables. This research uses the method of distributing questionnaires to all Indonesians who are over 17 to 42 years old or gen Z and millennial categories and have made purchases at ghost kitchens in the last 3 months. The data collection technique by purposive sampling. The data obtained from distributing questionnaires were 436 respondents. Data processing uses statistical software Smart PLS (v.3.2.9) the PLS-SEM approach. The supporting theories in thisstudy are consumption value theory, planned behavior, and prospects. The results obtained in this test are food quality, price, and online reviews have a positive andsignificant effect on trust. Trust has a positive and significant effect on purchase intention and word of mouth.

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