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Factors Affecting on Usage Decision of Online Food Delivery Services

Received: 8 June 2023     Accepted: 29 June 2023     Published: 11 July 2023
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Abstract

Technological developments have helped everyone carry out their daily activities. One of the technological developments that has been widely used during the Covid-19 pandemic and even today is online food delivery services. Food delivery is thriving amid the Covid-19 pandemic due to restrictions on outdoor activities by the government, and food delivery makes it easy for consumers who like practicality in meeting their food needs. The purpose of this study was to analyze the effect of promotion, service quality, brand image, and lifestyle on the decision to use GoFood services. The data used in this study came from a questionnaire instrument which was distributed to respondents. The sampling method in this study used an accidental sampling technique, then a classic assumption test was carried out to determine the feasibility of the statements used in the questionnaire, and the data were analyzed using multiple linear regression. The results of the study show that partially promotion, service quality, and lifestyle influence the decision to use GoFood services, while brand image does not affect the decision to use GoFood services. GoFood's brand image has no influence on the decision to use online food delivery services because Gofood is well known by people in Indonesia for its excellent and trustworthy service. Simultaneously, promotion, service quality, brand image, and lifestyle affect the decision to use GoFood services.

Published in International Journal of Business and Economics Research (Volume 12, Issue 4)
DOI 10.11648/j.ijber.20231204.11
Page(s) 129-133
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Brand Image, Lifestyle, Promotion, Service Quality, Usage Decision

References
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[2] Chai, L. T, and Yat, D. N. 2019. Online Food Delivery Services: Making Food Delivery the New Normal. Journal of Marketing Advances and Practices, 1 (1), 61-77.
[3] Chouhan, A., Rane, A., Purswani, K., and Namdev, K. 2020. Online Food Delivery. International Research Journal of Modernization in Engineering Technology and Science, 02 (04).
[4] Zakaria, N. A., Noor, S. M., Rozekhi, N. A., Rahman, R. A. A., Mahat, F., and Bulat, N. S. 2022. A Study on Customer Satisfaction Towards Online Food Delivery Services in Langkawi. International Journal of Social Sciences Research (IJSSR), 4 (3), 224-237.
[5] Ganapathi, P., and Shanab, E. A. 2020. Customer Satisfaction with Online Food Ordering Portal in Qatar. International Journal of E-Services and Mobile Application, 12 (1), 22-40.
[6] Kotler, P., and Keller. 2018. Marketing Management (15th ed.). Pearson Prentice Hall.
[7] Erdiansyah, D., and Imaningsih, E. S. 2021. Analysis of Effects of Product Quality, Promotion and Received Value Towards Customer Loyalty through Customer Satisfaction Grab Food. Journal of Business and Management Studies (JBMS).
[8] Anggraini, F., and Anindhyta Budiarti. 2020. Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. JUPE, 8, 86-94.
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[12] Baskara, B. M., Nikki Tatiana, G. A., Gema Prasetya, A. K., and Sanny, L. 2021. Customer Loyalty and Customer Satisfaction on The Online Food Delivery Platform in Indonesia: The Moderating Role of Customer Trust. In Turkish Journal of Qualitative Inquiry (TOJQI), Vol. 12, Issue 6.
[13] Verdin, L. M. M., Vida, A. E. C., Maria, C. J. P. S, Madrilejos, F. A. G. Customer Satisfaction on Food Delivery Services during Covid 19 Pandemic: A Case Study on Greenwich Pizza Restaurants in Selected Cities in Cavite. International Journal of Management and Commerce Innovation, 9 (2), 498-516.
[14] Viktor. 2021. The Food Delivery Business Model – A Complete Guide. Productmint.
[15] Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F. 2021. Factor Affecting Customer Satisfaction and Loyalty in Online Food Delivery Services during the Covid-19 Pandemic: Its Relation with Open Innovation. Journal of Open Innovation: Technology Market and Complexity, 7 (6), 4-12.
[16] Musa, M. L. 2017. Pengaruh Citra Merek Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Universitas Negeri Makassar. Jurnal Economix. Volume 5 Nomor 1, Juni 2017.
[17] Beliya, A., Kujur, R., Verma, M., Nagwanshi, K. V., Sahu, S., Uikey, N. 2019. Satisfaction of Consumer by using Online Food Services. International Journal of Humanities and Social Sciences (IJHSS), 8 (4), 35-44.
[18] Das, J. 2018. Consumer Perception Towards Online Food Ordering and Delivery Services: An Empirical Study. Journal of Management (JOM), 5 (5), 155-163.
[19] Zhao, Y., and Bacao, F. 2020. What Factors Determining Customer Continuingly using Food Delivery Apps during 2019 Novel Coronavirus Pandemic Period? Journal of Hospitality Management, 9 (1), 1-13.
[20] Singh, S. K., and Katta, A. K., 2022. Consumers Satisfaction towards Online Food Delivery App Swiggy: The Study Special reference with South Chennai. International Journal of Health Science, 6 (S3), 3760-3768.
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Cite This Article
  • APA Style

    Ashur Harmadi, Eka Patriya, Wuri Purnamasari, Handayani, Reni Diah Kusumawati. (2023). Factors Affecting on Usage Decision of Online Food Delivery Services. International Journal of Business and Economics Research, 12(4), 129-133. https://doi.org/10.11648/j.ijber.20231204.11

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    ACS Style

    Ashur Harmadi; Eka Patriya; Wuri Purnamasari; Handayani; Reni Diah Kusumawati. Factors Affecting on Usage Decision of Online Food Delivery Services. Int. J. Bus. Econ. Res. 2023, 12(4), 129-133. doi: 10.11648/j.ijber.20231204.11

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    AMA Style

    Ashur Harmadi, Eka Patriya, Wuri Purnamasari, Handayani, Reni Diah Kusumawati. Factors Affecting on Usage Decision of Online Food Delivery Services. Int J Bus Econ Res. 2023;12(4):129-133. doi: 10.11648/j.ijber.20231204.11

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  • @article{10.11648/j.ijber.20231204.11,
      author = {Ashur Harmadi and Eka Patriya and Wuri Purnamasari and Handayani and Reni Diah Kusumawati},
      title = {Factors Affecting on Usage Decision of Online Food Delivery Services},
      journal = {International Journal of Business and Economics Research},
      volume = {12},
      number = {4},
      pages = {129-133},
      doi = {10.11648/j.ijber.20231204.11},
      url = {https://doi.org/10.11648/j.ijber.20231204.11},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231204.11},
      abstract = {Technological developments have helped everyone carry out their daily activities. One of the technological developments that has been widely used during the Covid-19 pandemic and even today is online food delivery services. Food delivery is thriving amid the Covid-19 pandemic due to restrictions on outdoor activities by the government, and food delivery makes it easy for consumers who like practicality in meeting their food needs. The purpose of this study was to analyze the effect of promotion, service quality, brand image, and lifestyle on the decision to use GoFood services. The data used in this study came from a questionnaire instrument which was distributed to respondents. The sampling method in this study used an accidental sampling technique, then a classic assumption test was carried out to determine the feasibility of the statements used in the questionnaire, and the data were analyzed using multiple linear regression. The results of the study show that partially promotion, service quality, and lifestyle influence the decision to use GoFood services, while brand image does not affect the decision to use GoFood services. GoFood's brand image has no influence on the decision to use online food delivery services because Gofood is well known by people in Indonesia for its excellent and trustworthy service. Simultaneously, promotion, service quality, brand image, and lifestyle affect the decision to use GoFood services.},
     year = {2023}
    }
    

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  • TY  - JOUR
    T1  - Factors Affecting on Usage Decision of Online Food Delivery Services
    AU  - Ashur Harmadi
    AU  - Eka Patriya
    AU  - Wuri Purnamasari
    AU  - Handayani
    AU  - Reni Diah Kusumawati
    Y1  - 2023/07/11
    PY  - 2023
    N1  - https://doi.org/10.11648/j.ijber.20231204.11
    DO  - 10.11648/j.ijber.20231204.11
    T2  - International Journal of Business and Economics Research
    JF  - International Journal of Business and Economics Research
    JO  - International Journal of Business and Economics Research
    SP  - 129
    EP  - 133
    PB  - Science Publishing Group
    SN  - 2328-756X
    UR  - https://doi.org/10.11648/j.ijber.20231204.11
    AB  - Technological developments have helped everyone carry out their daily activities. One of the technological developments that has been widely used during the Covid-19 pandemic and even today is online food delivery services. Food delivery is thriving amid the Covid-19 pandemic due to restrictions on outdoor activities by the government, and food delivery makes it easy for consumers who like practicality in meeting their food needs. The purpose of this study was to analyze the effect of promotion, service quality, brand image, and lifestyle on the decision to use GoFood services. The data used in this study came from a questionnaire instrument which was distributed to respondents. The sampling method in this study used an accidental sampling technique, then a classic assumption test was carried out to determine the feasibility of the statements used in the questionnaire, and the data were analyzed using multiple linear regression. The results of the study show that partially promotion, service quality, and lifestyle influence the decision to use GoFood services, while brand image does not affect the decision to use GoFood services. GoFood's brand image has no influence on the decision to use online food delivery services because Gofood is well known by people in Indonesia for its excellent and trustworthy service. Simultaneously, promotion, service quality, brand image, and lifestyle affect the decision to use GoFood services.
    VL  - 12
    IS  - 4
    ER  - 

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Author Information
  • Department of Management, Universitas Gunadarma, Jakarta, Indonesia

  • Department of Management, Universitas Gunadarma, Jakarta, Indonesia

  • Department of Management, Universitas Gunadarma, Jakarta, Indonesia

  • Department of Management, Universitas Gunadarma, Jakarta, Indonesia

  • Department of Management, Universitas Gunadarma, Jakarta, Indonesia

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