Rochma, Rizka Aimatul Hudaa (2019) Analisis Faktor yang Mempengaruhi Perilaku Konsumen dalam Pembelian Kopi Secara Online Melalui Fitur Go-Food pada Kedai Kopi di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya perkembangan internet di Indonesia menjadikan masyarakat memiliki kecenderungan untuk memenuhi kebutuhan hidup dan keinginannya melalui sarana internet dan fitur pendukung lainnya. Konsumen cenderung memilih berbelanja secara online karena dirasa lebih mudah, nyaman, praktis dan efisien. Karakteristik masyarakat kota yang memiliki aktivitas kerja padat, mobilitas tinggi dan keterbatasan waktu menyebabkan mereka menginginkan aktivitas minum kopi dapat dilakukan dimana dan kapan saja sembari mereka menyelesaikan tugas dan pekerjaannya. Hadirnya layanan pesan antar makanan online seperti Go-Food yang diprakarsai oleh Go-Jek menjadi kemudahan bagi mereka untuk melakukan pemesanan kopi sesuai dengan yang diinginkan. Tujuan dari penelitian ini adalah (1) Mengetahui karakteristik responden yang mempengaruhi pembelian secara online melalui fitur Go-Food pada kedai kopi di Kota Malang (2) Menganalisis hubungan antarfaktor yang mempengaruhi perilaku konsumen untuk melakukan pembelian kopi secara online melalui fitur Go-Food pada kedai kopi Go.Kopi dan Pesenkopi di Kota Malang. Penelitian ini dilakukan pada konsumen yang melakukan pembelian secara langsung dan konsumen yang melakukan pembelian secara online melalui fitur Go-Food. Penelitian dilaksanakan pada bulan Januari – Maret 2019. Metode pengumpulan data dilakukan menggunakan kuesioner. Kuesioner didistribusikan secara online melalui direct message pada instagram dan juga dibagikan secara langsung kepada konsumen yang melakukan pembelian secara langsung di kedua kedai kopi. Sedangkan analisis data dilakukan menggunakan analisis regresi logistik (logit) dan Structural Equation Modelling – Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa terdapat empat dari tujuh karakteristik responden yang berpengaruh nyata dan signifikan terhadap keputusan pembelian secara online melalui fitur Go-Food pada kedai kopi di Kota Malang. Keempat karakteristik tersebut adalah usia, lama pendidikan formal, kelompok referensi dan frekuensi penggunaan fitur Go-Food dalam sebulan. Karakteristik responden yang paling berpengaruh nyata dan signifikan terhadap keputusan pembelian secara online melalui fitur Go-Food pada kedai kopi di Kota Malang adalah usia. Usia memiliki nilai Wald sebesar 4.944 dengan nilai sig 0.026. Selanjutnya, berdasarkan hasil analisis SEM-PLS menunjukkan bahwa motivasi hedonis (hedonic motivation), pengalaman penggunaan (prior online purchase experience), hemat waktu (time saving) dan hemat biaya (price saving) berpengaruh langsung secara signifikan terhadap motivasi kenyamanan (convenience motivation) dan juga manfaat pascaguna (post usage usefulness). Hemat biaya (price saving) memiliki pengaruh signifikan terbesar terhadap motivasi kenyamanan dan juga manfaat pascaguna yang dirasakan oleh pengguna fitur Go-Food. Motivasi kenyamanan (convenience motivation) dan kemudahan ii penggunaan (ease of use) berpengaruh langsung secara signifikan terhadap manfaat pascaguna (post usage usefulness). Hal ini menunjukkan bahwa kenyamanan dan kemudahan penggunaan menjadi faktor penting yang membentuk manfaat pascaguna. Motivasi kenyamanan (convenience motivation) dan manfaat pascaguna juga berpengaruh langsung secara signifikan terhadap sikap (attitude towards inline food delivery services) yang selanjutnya juga berpengaruh terhadap kecenderungan perilaku pengguna fitur Go-Food (behavioral intention towards online food delivery services). Berdasarkan hasil analisis tersebut, Go-Food diharapkan dapat lebih memperhatikan manfaat pascaguna yang dirasakan oleh pengguna fitur Go-Food. Manfaat pasacaguna akan menentukan sikap pengguna terhadap fitur Go-Food yang secara tidak langsung akan mempengaruhi kecenderungan perilaku (behavioral intention) pengguna fitur Go-Food. Go-Food dapat meningkatkan manfaat pascaguna melalui peningkatan layanan pada fitur Go-Food seperti: user interface, interaction juga user experience selama menggunakan fitur Go-Food.
English Abstract
The rapid growth of the internet in Indonesia has made people have a tendency to fulfill their needs and daily activities through internet facilities and other supporting features. Consumers tend to choose online shopping because they find it easier, more comfortable, practical and efficient. The characteristics of urban communities with busy working, high mobility and tipme constraints. This case make them want their coffe drinking activity to be carried out anywhere and anytime while they complete their tasks and work. the presence of an online food delivery service such as Go-Food, which was initiated by Gojek, make it easy for them to order coffe as desired. The purpose of this research is (1) Determine the characteristics of respondents who influence online purchases through the Go-Food feature at a coffe shop in Malang City (2) Analyze the relationship between factors in influencing consumer behavior intention to make coffe purchases online through the Go-Food feature at the Go.Kopi and Pesenkopi. in Malang City. This research was conducted on consumers who buy directly and consumers who purchase through the Go-Food feature. This research was conducted in January – March 2019. The method of data collection technique is using questionnaire. The method of data collection is done using a qustionnaire. questionnaire are distributed online through direct messages on instagram and also distributed directly to consumers who make purchases directly at both of coffe shops. And data analysis technique was peformed using logit regression and Structural Equation Modelling – Partial Least Square (SEM-PLS) The results showed that there were four of the seven characteristics of respondents who had a significant effect on online purchasing decisions through the Go-Food feature at coffe shops in Malang city. The four characteristics are age, formal education, reference group and frequency of use Go-Food feature in a month. Characteristics respondents who had the most significant effect on online purchasing decisions through the Go-Food feature were age. Age has a Wald value of 4.944 with a sig value of 0.026. Furthermore, based on SEM-PLS analysis results show that hedonic motivation, prior online purchase experience, time saving and price saving have a direct significant effect on convenience motivation and also post usage usefulness. Price saving has the biggest significant effect on and also post usage usefulness felt by users of the Go-Food feature. Convenience motivation and ease of use have a direct significant effect on post usage usefulness. This show that convenience and ease of use are important factors that formed post usage usefulness. Then, convenience motivation and post usage usefulness also have a direct significant effect on attitude towards online food delivery services (Go-Food) which subsequently also affects the behavioral intention towards online food delivery services by users. iv Based on the results of the analysis, Go-Food is expected to pay more attention to the post usage usefulness that received by users of the Go-Food feature. Post usage usefulness will determine the user’s attitude towards online food delivery services (Go-Food) which will indirectly also affect the behavioral intention of the users Go-Food feature. Go-Food can formed post usage usefulness through improved services on this feature such as user interface, interaction, and user experience while using Go-Food feature.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/226/051906969 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 31 Oct 2019 02:56 |
| Last Modified: | 17 Nov 2020 15:35 |
| URI: | http://repository.ub.ac.id/id/eprint/173711 |
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