Analysis of Factors Affecting Consumer Decision-Making in Choosing Online Food Delivery in Indonesia
Article Sidebar
-
consumer satisfaction, online food delivery, repurchase intention, technology acceptance e model, trust
Abstract
Background: Online Food Delivery (OFD) services increased after the COVID-19 pandemic. However, post-pandemic repurchase intentions on Indonesian OFD platforms such as GoFood, GrabFood, and ShopeeFood have declined. To understand the success factors for OFD service acceptance, this study employed a modified Technology Acceptance Model (TAM) approach.
Purpose: This study aimed to determine the factors influencing repurchase intention, namely perceived price, perceived usefulness, perceived ease of use, and service quality mediated by trust and consumer satisfaction among OFD platform consumers in Indonesia.
Method: The study employed a quantitative approach to investigate the causal relationships between variables. A questionnaire was distributed to 724 online food delivery (OFD) consumers in several big cities of Indonesia, including Jabodetabek, Bandung, Surabaya, Medan, Makassar, Balikpapan, and Yogyakarta. Respondents were selected using quota sampling. Structural equation modeling was used to test the research hypotheses and empirically investigate the factors influencing repurchase intention mediated by consumer satisfaction and trust among OFD platform consumers in Indonesia.
Findings: This study revealed that perceived price, perceived usefulness, ease of use, service quality, customer satisfaction, and trust influence repurchase intention. Among these factors, perceived usefulness is the most significant predictor of customer repurchase intention. In addition, trust mediates perceived price and repurchase intention, while customer satisfaction mediates the relationship between perceived usefulness, ease of use, service quality, and repurchase intention.
Conclusions: These findings suggest that post-COVID-19, by understanding the factors that influence repurchase intention (perceived price, perceived usefulness, ease of use, service quality, trust, and customer satisfaction), OFDs can increase their sales.
Research implication: The desire to repurchase through OFDs can be achieved through affordable product prices, having a communication plan that makes customers feel valued when using the website, implementing advertising strategies to make the website easy to use, fast and quality responses, and attractive visual features and designs.
References
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539. https://doi.org/10.1108/TQM-06-2021-0158.
Ajibade, P. (2018). Technology acceptance model limitations and criticisms: Exploring the practical applications and use in technology-related studies, mixed-method, and qualitative researches. Library Philosophy and Practice, 9. https://core.ac.uk/download/pdf/189486068.pdf
Akbar, S. S., & Hayuningtias, K. A. (2023). The influence of price perception, online customer rating, and trust on purchase decisions. Jurnal Ekonomi, 12(04), 2488-2494. https://www.ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/2500
Almeida, F., Santos, J. D., & Monteiro, J. A. (2020). The challenges and opportunities in the digitalization of companies in a post COVID-19 world. IEEE Engineering Management Review, 48(3), 97–103. https://ieeexplore.ieee.org/abstract/document/9153093
Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274. https://doi.org/10.1108/NBRI-01-2014-0005
Annur, C. M. (2024, February 20). Indonesia Pasar Online Food Delivery Terbesar di ASEAN Databoks. https://databoks.katadata.co.id/infografik/2024/02/20/indonesia-pasar-online-food-delivery-terbesar-di-asia-tenggara.
Annur, C. M. (2023, January 19). Indonesia Pasar Online Food Delivery Terbesar di ASEAN Databoks. https://databoks.katadata.co.id/datapublish/2023/01/19/indonesia-pasar-online-food-delivery-terbesar-di-asean#:~:text=Indonesia%20merupakan%20pasar%20layanan%20pesan.
Anderson, E. W., & Fornell, C. (2000). Foundations of the American customer satisfaction index. Total quality management, 11(7), 869-882. https://doi.org/10.1080/09544120050135425.
Bedua-Taylor, N. E., Amissah, E. F., & Mensah, N. A. O. (2022). Motivation, satisfaction and repurchase intentions of Chinese restaurant customers: evidence from the Accra Metropolis, Ghana. Journal of Hospitality and Tourism, 2(2), 24-42. https://www.ajpojournals.org/journals/index.php/JHT/article/download/1183/1293
Chanthasaksathian, S., & Nuangjamnong, C. (2021). Factors influencing repurchase intention on e-Commerce platforms: a case of GET application. International Research E-Journal on Business and Economics, 6(1), 28-45. http://www.assumptionjournal.au.edu/index.php/aumitjournal/article/view/5312
Chin, W. W. (2010). How to write up and report PLS analyses. In Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (Eds.) Handbook of partial least squares: Concepts, Methods and Applications (pp. 655–690). Berlin, Heidelberg: Springer Berlin Heidelberg.
Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems, 19(1), 21-36. https://doi.org/10.19030/ijmis.v19i1.9086
Choi, J. C. (2020). User familiarity and satisfaction with food delivery mobile apps. SAGE Open, 10(4), 215824402097056. https://doi.org/10.1177/2158244020970563
Cuong, D. T. (2023). Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam. Innov. Mark, 19, 126-139. https://doi.org/10.21511/im.19(1).2023.11
Davis, F. D. (1986). A technology acceptance model for testing new end-user information systems: Theory and results. Doctoral dissertation. MIT Sloan School of Management. https://dspace.mit.edu/handle/1721.1/15192.
Elmayanti, A., Laksono, B. A., Shalshabella, M. D., Ristanti, N. R., & Falia, N. (2023). Fenomena perilaku belanja online sebagai alternatif pilihan konsumsi di kalangan remaja. Jurnal Dinamika Sosial Budaya, 25(2), 296–304. https://doi.org/10.26623/jdsb.v25i2.4467
Elverda, E., Nahdah, T. A., & Hamali, S. (2023, August). Consumer decision-making criteria for online food delivery platforms: a case study in Jabodetabek Indonesia. In 2023 International Conference on Information Management and Technology (ICIMTech) (pp. 305-309). https://doi.org/10.1109/ICIMTech59029.2023.10277741.
Fared, M. A., Darmawan, D., & Khairi, M. (2021). Contribution of e-service quality to repurchase intention with mediation of customer satisfaction: study of online shopping through marketplace. Journal of Marketing and Business Research (MARK), 1(2), 93-106. https://doi.org/10.56348/mark.v1i2.37
Gao, L., & Bai, X. (2014). Online Consumer Behaviour and its relationship to website atmospheric induced flow: insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653–665. https://doi.org/10.1016/j.jretconser.2014.01.001
Ginting, Y., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329-340. http://dx.doi.org/10.5267/j.ijdns.2022.10.001
Gojek.com. (2019, September 19). GoFood Terus Memimpin Pasar Layanan Pesan-Antar Makanan di Indonesia. https://www.gojek.com/blog/gojek/GoFood-Pimpin-Pasar-Layanan-Pesan-Antar-Makanan.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2022). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). (3nd ed.). Los Angeles : SAGE
Hong, C., Choi, H. H., Choi, E. K. C., & Joung, H. W. D. (2021). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509-518. https://doi.org/10.1016/j.jhtm.2021.08.012.
Hride, F. T., Ferdousi, F., & Jasimuddin, S. M. (2022). Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equation modeling of Facebook‐based e‐commerce in Bangladesh. Global Business and Organizational Excellence, 41(3), 41-54. https://doi.org/10.1002/joe.22146
Iliyasu, R., & Etikan, I. (2021). Comparison of quota sampling and stratified random sampling. Biom. Biostat. Int. J. Rev, 10(1), 24-27. https://doi.org/10.15406/bbij.2021.10.00326.
Japarianto, E., & Adelia, S. (2020). Pengaruh tampilan web dan harga terhadap minat beli dengan kepercayaan sebagai intervening variable pada e-commerce shopee. Jurnal Manajemen Pemasaran, 14(1), 35-43. https://doi.org/10.9744/pemasaran.14.1.35-43
Jasin, M., & Firmansyah, A. J. U. S. C. M. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383-390. http://dx.doi.org/10.5267/j.uscm.2022.9.004
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing & Management, 29(7), 787-811. https://doi.org/10.1080/19368623.2020.1715317.
Jílková, P., & Králová, P. (2021). Digital consumer behaviour and ecommerce trends during the COVID-19crisis. International Advances in Economic Research, 27(1), 83-85. https://doi.org/10.1007/s11294-021-09817-4
Juhria, A., Meinitasari, N., Fauzi, F. I., & Yusuf, A. (2021). Pengaruh e-service quality terhadap kepuasan pelanggan di aplikasi e-commerce shopee. Jurnal manajemen, 13(1), 55-62. https://ejurnal.ulbi.ac.id/index.php/promark/article/view/1319
Kristianingsih, I., & Edastama, P. (2024). Faktor-faktor yang mempengaruhi continuance intention pada penggunaan online food delivery service. Innovative: Journal of Social Science Research, 4(3), 6286-6300. https://doi.org/10.31004/innovative.v4i3.10868
Kock, N. (2022). WarpPLS User Manual: Version 8.0. Laredo, Texas: Pearson.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing. Essex: Pearson education.
Kuska, D. A. R., Wijayanto, H., & Santoso, A. (2024). Improving the e-satisfaction and e-loyalty based on e-trust and e-service quality on shopee customer. Journal of Consumer Sciences, 9(1), 22-39. https://doi.org/10.29244/jcs.9.1.22-39
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528. http://dx.doi.org/10.3390/su12145528
Lin, T. T., Yeh, Y. Q., & Hsu, S. Y. (2022). Analysis of the effects of perceived value, price sensitivity, word-of-mouth, and customer satisfaction on repurchase intentions of safety shoes under the consideration of sustainability. Sustainability, 14(24), 16546. https://doi.org/10.3390/su142416546.
Liu, M., Jia, W., Yan, W., & He, J. (2023). Factors influencing consumers repurchase behavior on fresh food e-commerce platforms: An empirical study. Advanced Engineering Informatics, 56, 101936. https://doi.org/10.1016/j.aei.2023.101936
Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: a UTAUT-based perspective. Technology Analysis & Strategic Management, 32(3), 306-318. https://doi.org/10.1080/09537325.2019.1655537
Maziriri, E. T., Chuchu, T., & Rukuni, T. F. (2023). An empirical appraisal of electronic service quality, customer satisfaction and behavioral intentions within online shopping in South Africa. Journal of Consumer Sciences, 8(3), 234-256. https://doi.org/10.29244/jcs.8.3.234-256
McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management review, 23(3), 473-490. https://doi.org/10.5465/amr.1998.926622.
Mensah, I., & Mensah, R. D. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus. Journal of Tourism, Heritage & Services Marketing, 4(2), 27-36. https://doi.org/10.5281/zenodo.1247542.
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-A., & Javed, M. K. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-03-2021-0221.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during COVID-19 pandemics. Journal of theoretical and applied electronic commerce research, 16(5), 1297-1310. https://doi.org/10.3390/jtaer16050073.
Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia. Cogent Business & Management, 11(1), 2413376. https://doi.org/10.1080/23311975.2024.2413376
Oktania, D. E., & Indarwati, T. A. (2022). Pengaruh perceived usefulness, perceived ease of use, dan compatibility lifestyle terhadap intention to use fitur social commerce (studi pada pengguna media sosial TikTok). Jurnal Ilmu Manajemen, 10(1), 255-267. https://doi.org/10.26740/jim.v10n1.p255-267
Oliver, R. L. (2015). Satisfaction: a behavioral perspective on the consumer. Second edition. New York: Routledge.
Polas, M. R. H., Raju, V., Hossen, S. M., Karim, A. M., & Tabash, M. I. (2022). Customer's revisit intention: Empirical evidence on Gen‐Z from Bangladesh towards halal restaurants. Journal of Public Affairs, 22(3), e2572. https://doi.org/10.1002/pa.2572
Poon, W. C., & Tung, S. E. H. (2024). The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk. European Journal of Management and Business Economics, 33(1), 54-73. https://doi.org/10.1108/EJMBE-04-2021-0128.
Pratama, H. S. P., & Rakhmadani, D. P. (2022). Penerapan metode technology acceptance model (TAM) dalam penggunaan aplikasi Linkaja. JURIKOM (Jurnal Riset Komputer), 9(2), 176–186. https://doi.org/10.30865/jurikom.v9i2.3940
Putprakob, S., Lalitsasivimol, W., & Trakulmaykee, N. (2024). Repurchasing affecting factors on sacred object by electronic media in Thailand. Pakistan Journal of Life and Social Sciences, 22(1): 4010-4028. https://doi.org/10.57239/PJLSS-2024-22.1.00294
Putri, C. S., Sutjipto, T. S., & Sholeh, M. (2022). Analysis of consumer behaviour in online shopping Islamic perspective. Airlangga International Journal of Islamic Economics and Finance, 5(01), 70–82. https://doi.org/10.20473/aijief.v5i01.37475
Ramadya, I. R. (2022). Pengaruh perceived usefulness (PU) san perceived ease of use (PEOU) terhadap attitude toward using (ATU) serta dampaknya terhadap behavioral intention to use (BITU). Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 01(4), 553–561. http://dx.doi.org/10.21776/jmppk.2022.01.4.14.
Rizky, M. (2023, March). Hore! Mal Tak Lagi Sepi Bak Kuburan, Ini Buktinya. https://www.cnbcindonesia.com/news/20230308064542-4-419729/hore-mal-tak-lagi-sepi-bak-kuburan-ini-buktinya.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of management review, 23(3), 393-404. www.jstor.org/stable/259285
Sahira, D. A., & Fauziyah, E. (2021). Hubungan persepsi risiko dengan keputusan pembelian online makanan instan pada masa pandemi COVID-19. Agriscience, 2(1), 32-47. http://journal.trunojoyo.ac.id/agriscience
Sartika, T., & Aransyah, M. F. (2022). Analysis of SOR framework concerning online shopping value and web satisfaction on e-commerce. Sistemasi: Jurnal Sistem Informasi, 11(3), 588-600. https://doi.org/10.32520/stmsi.v11i3.1941
Sekaran, U., & Bougie, R. (2012). Research Method for Business a Skill Building Approach. (8th edition.) Chichester, West Sussex: Pearson.
Septiani, D. S., Lenny. (2023, May 25). Transaksi gofood gojek dan grabfood grab kompak turun. https://katadata.co.id/desysetyowati/digital/646f1de13a51a/transaksi-gofood-gojek-dan-grabfood-grab-kompak-turun?page=2
Setiawan, R., & Achyar, A. (2021). Effects of perceived trust and perceived price on customers’ intention to buy in online store in Indonesia. ASEAN Marketing Journal, 4(1), 3.
Setyowati, D. (2023, January 19). Transaksi turun, shopee kurangi promosi shopeefood tahun lalu. https://katadata.co.id/desysetyowati/digital/63c8e7b37cae9/transaksi-turun-shopee-kurangi-promosi-shopeefood-tahun-lalu
Singh, S., & Alok, S. (2022). Drivers of repurchase intention of organic food in India: Role of perceived consumer social responsibility, price, value, and quality. Journal of International Food & Agribusiness Marketing, 34(3), 246-268. https://doi.org/10.1080/08974438.2020.1869135.
Suhartanto, D., Dean, D., Leo, G., & Triyuni, N. N. (2019). Millennial experience with online food home delivery: A lesson from Indonesia. Interdisciplinary Journal of Information, Knowledge, and Management, 14, 277- 279. https://doi.org/10.28945/4386
Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The role of service and product quality on customer loyalty. Journal of Consumer Sciences, 7(1), 68-82. https://doi.org/10.29244/jcs.7.1.68-82
Tian, H., Siddik, A. B., & Masukujjaman, M. (2022). Factors affecting the repurchase intention of organic tea among millennial consumers: An empirical study. Behavioral Sciences, 12(2), 50. https://doi.org/10.3390/bs12020050
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401-415. https://doi.org/10.1108/MIP-02-2019-0072.
Troise, C., O'Driscoll, A., Tani, M., & Prisco, A. (2021). Online food delivery services and behavioural intention–a test of an integrated TAM and TPB framework. British food journal, 123(2), 664-683. https://doi.org/10.1108/BFJ-05-2020-0418.
Wilson, N., Alvita, M., & Wibisono, J. (2021). The effect of perceived ease of use and perceived security toward satisfaction and repurchase intention. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 145-159. https://doi.org/10.24912/jmieb.v5i1.10489
Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers' loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262-294. https://search.informit.org/doi/abs/10.3316/INFORMIT.147511565887487.
Xue, J., Rasool, Z., Khan, M. A., Khan, A. I., Khan, F., Khan, A. A., ... & Ali, H. (2021). The influence of substituting prices, product returns, and service quality on repurchase intention. Complexity, 2021(1), 4167340. https://doi.org/10.1155/2021/4167340.
Yeo, S. F., Tan, C. L., Teo, S. L., & Tan, K. H. (2021). The role of food apps servitization on repurchase intention: A study of FoodPanda. International Journal of Production Economics, 234, 108063. https://doi.org/10.1016/j.ijpe.2021.108063.
Yulia, V., & Mulyowahyudi, A. (2023). Effect of perceived usefulness, perceived ease of use, and perceived price to repurchase intention: mediating role of perceived trust. Zenodo (CERN European Organization for Nuclear Research), 8(1). https://doi.org/10.5281/zenodo.7588382
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
