Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Pandemi Covid-19 yang menimbulkan kehawatiran secara global tidak hanya di Indonesia namun juga diseluruh dunia. Hal ini akibat virus corona yang mudah menyebar secara cepat terutama di akhir tahun 2019 yang menimbulkan kontaminasi cukup tinggi dan berdampak terhadap fenomena perubahan perilaku konsumen. Untuk mengatasi dampak dari Covid-19 itu sendiri, pelaku bisnis berupaya membuat terobosan dengan menu online yang menawarkan produk usaha mereka namun berpegang pada protocol kesehatan dengan meminimalisir risiko Covid-19, efek kontaminasi dan hygiene terhadap sentuhan produk yang ditawarkan untuk menarik minat beli konsumen. Tujuan dari penelitian ini adalah menganalisis pengaruh dari stimulus yang terdapat pada menu online terhadap keinginan membeli konsumen dan kaitannya dengan kontaminasi dimasa pandemi. Penelitian ini dilakukan pada industry makanan dan minuman di Indonesia dengan menggunakan model Stimulus Organism Response melalui metode penelitian kuantitatif dengan pendekatan confirmatory. Teknik pengumpulan melaui purposive sampling sebanyak 357 responden. Subjek penelitian adalah konsumen yang mengunjungi restoran dan melihat layanan menu online pada restoran selama pandemi. Berdasarkan hasil penelitian, dapat disimpulkan bahwa perception of covid-19 risk, hygiene, ease of app use, menu visual appeal, dan menu informativeness sebagai stimulus serta perceived uncontamination, perceived convenience dan desire for food sebagai organism yang menjadi pertimbangan konsumen akan purchase intention sebagai response. Diharapkan penelitian ini dapat mengungkapkan bahwa yang mempengaruhi orang sekarang itu bukan hanya kecanggihan, tapi lebih memperhatikan hygiene dan kontaminasi. ......The Covid-19 pandemic is causing global concern, not only in Indonesia but also throughout the world. This is due to the corona virus which spreads quickly, especially at the end of 2019 which causes quite high contamination. The perceived impact also highlights the phenomenon of changes in consumer behaviour. To overcome the impact of Covid-19 itself, marketer is trying to make breakthroughs with online menus that offer their business products but adhere to the health protocol by minimizing the risk of Covid- 19, the effects of contamination and hygiene on the touch of the products offered to attract consumer buying interest. The purpose of this study is to analyse the effect of online menu which used in businesses circumstances in restaurants by analysing the influence of the stimulus covid-19 risk, hygiene through perceived contamination, ease of app use through on perceived convenience and menu visual appeal and informativeness that effect desire for food to the consumer's purchase intention. This research was conducted in the food and beverage industry in Indonesia using the Stimulus Organism Response model through quantitative research methods with confirmatory research. Data collection techniques by electronic survey with convenience sampling technique as many as 357 respondents which consumers who shop for food using online menu at restaurants, especially during the pandemic. Based on the results of the study, it can be concluded that perception of covid-19 risk, hygiene, perceived contamination, perceived convenience, and desire for food are considered by consumers in their buying interest in food (purchase intention).

Abstrak :
Penelitian ini dilakukan dengan tujuan untuk mengetahui faktor-faktor yang mempengaruhi intensi berperilaku pengguna aplikasi online food delivery service melalui integrasi technology acceptance model (TAM) dan theory of planned behaviour (TPB) dalam konteks pandemi COVID-19. Penelitian ini merupakan penelitian kuantitatif dengan menganalis data yang terkumpul dari 449 responden melalui survey. Responden pada penelitian ini merupakan individu yang pernah menggunakan aplikasi online food delivery pada masa pandemi COVID-19 di Indonesia. Data pada penelitian ini dianalisis menggunakan metode Partial Least Squares Structrual Equation Modelling. Hasil pada penelitian ini menunjukkan terdapat adanya pengaruh dari perceived usefulness, attitude, compatibility, dan subjective norms pada behavioural intention, namun tidak ditemukan adanya pengaruh dari perceived behavioural control, perceived COVID-19 risk, dan trust terhadap behavioural intention. Selain itu, hasil penelitian ini menunjukkan bahwa attitude memiliki pengaruh yang paling kuat pada behavioural intention. ......This study was conducted with the aim of knowing the factors that influence the behavior of users of online food delivery service applications through the integration of technology acceptance model (TAM) and theory of planned behavior (TPB) in the context of the COVID-19 pandemic. This research is a quantitative research by analyzing the data collected from 449 respondents through a survey. The data in this study were analyzed using the Partial Least Squares Structural Equation Modeling method. The results of this study indicate that perceived usefulness, attitude, compatibility, and subjective norms have a significant influence on behavioural intention. Meanwhile, there was no direct effect on perceptions of behavioral control, risk perception of COVID-19, and trust on behavioural intention. In addition, the results of this study indicate that attitudes have the strongest influence on behavioural intention.