The Increase of Online Food Delivery Services During the Pandemic Covid-19

Öz

This study aims at investigating the online food delivery business increased demand during the pandemic covid-19, in terms of customers’ purchasing decision making, quality of online service delivery, service promotion and price of services. The population used in this study is GO-FOOD and GRABFOOD service users who have used the services at least once who live in the city of Semarang. The number of sampling in this study using was 150 respondents, they were withdrawn by means of purposive sampling. Structural Equation Model (SEM) was used to process the collected data. The findings of research indicated that the quality of e-services, e-promotions and prices were significant to effect on consumer purchasing decisions to use GO-FOOD and GRAB-FOOD services in Semarang.

Anahtar Kelimeler

• Online service quality
• E-promotion
• Price
• Purchase decision
• Go-food
• Grab-food
• Online service quality, E-promotion, Price, Purchase decision, Go-food, Grab-food

The Increase of Online Food Delivery Services During the Pandemic Covid-19

Öz

Bu çalışma, müşterilerin satın alma kararı verme, çevrimiçi hizmet sunumunun kalitesi, hizmet promosyonu ve hizmetlerin fiyatı açısından çevrimiçi yemek dağıtım işinin artan talebini covid-19 salgını sırasında araştırmayı amaçlamaktadır. Bu çalışmada kullanılan popülasyon, Semarang şehrinde yaşayan, hizmetleri en az bir kez kullanmış olan GO-FOOD ve GRABFOOD hizmeti kullanıcılarıdır. Bu çalışmada kullanılan örneklem sayısı 150 olup, amaçlı örnekleme yoluyla geri çekilmiştir. Toplanan verilerin işlenmesinde Yapısal Eşitlik Modeli (YEM) kullanılmıştır. Araştırmanın bulguları, e-hizmetlerin, e-promosyonların ve fiyatların, Semarang'da GO-FOOD ve GRAB-FOOD hizmetlerini kullanmak için tüketici satın alma kararlarını etkilemek için önemli olduğunu göstermiştir.

Anahtar Kelimeler

• Online hizmet kalitesi
• E-promosyon
• Fiyat
• Satın alma kararı
• Go-food
• Grab-food

Kaynakça

1. Abadi, Dwi. (2018). The effect of product quality, price, promotion on consumer purchasing decisions at the Mas Semar store with customer satisfaction as a moderating variable. Journal of Human Resource Management. Vol. 12(1). pp. 108–124.
2. Boyle, P.J., Kim, H and Lathtop. (2018). The relationship between price and quality in durable product categories with private label brands. Journal of Product and Brand Management. Vol. 27(6). pp. 647-660.
3. Hanaysha, S.F. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market”. PSU Research Review. Vol. 2(1). pp.7-23.
4. Polla, Febriano Clinton. (2018). Analysis of the Effect of Price, Promotion, Location and Service Quality on Purchase Decisions at PT. Indomaret Manado Unit Jalan Sea. Journal EMBA.Vol. 6(4). pp.3068 – 3077.
5. Salem, S.F and Chaichi, K. (2018). Investigating causes and consequences of purchase intention of luxury fashion. Management Science Letters. Vol. 8. pp.1259-1272.
6. Wibisono, Totok. (2017). Factors that affect GOJEK transportation users in the city of Semarang. Journal of Socio-Cultural Dynamics. Vol. 19(2). Pp. 277-285.
7. Kumar, S and Shah, A. (2021). Revisiting food delivery apps during Covid-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services. Vol. 62.
8. Limon, R.K. (2021). Food safety practices of food handlers at home engaged in online food businesses during Covid-19 pandemic in the Philippines. Current Research in Food Science. Vol. 4. pp 63-73.

9. Sanchez-Diaz, I, Vural, C.A and Halldorsson, A. (2021). Assesing the inequalities in access to online delivery services and the way Covid-19 pandemic affects marginalization. Transport Policy. Vol. 109 pp 24-36.
10. Leung, X. Y and Cai, R. (2021). How pandemic severity moderates digital food ordering risk during Covid-19: An application of prospect theory and risk perception framework. Vol. 47 pp 497-505