PENGARUH TIME SAVING ORIENTATION, PRICE SAVING ORIENTATION DAN PAYMENT METHOD TERHADAP ONLINE FOOD DELIVERY PURCHASE INTENTION (Studi Kasus Pada Konsumen ShopeeFood DKI Jakarta)

Novianti, Triana (2021) PENGARUH TIME SAVING ORIENTATION, PRICE SAVING ORIENTATION DAN PAYMENT METHOD TERHADAP ONLINE FOOD DELIVERY PURCHASE INTENTION (Studi Kasus Pada Konsumen ShopeeFood DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Tujuan utama dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi niat perilaku pembelian makanan melalui layanan Online Food Delivery (OFD) pada aplikasi shopeefood dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 185 responden yang merupakan masyarakat wilayah DKI Jakarta sebagai konsumen maupun calon konsumen dari layanan ShopeeFood. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara time saving orientation, price saving orientation dan payment method terhadap ofd purchase intention. Hasil dari penelitian ini menyatakan bahwa variabel time saving orientation berpengaruh positif dan signifikan terhadap ofd purchase intention, variabel price saving orientation berpengaruh positif dan signifikan terhadap ofd purchase intention dan variabel payment method berpengaruh positif dan signifikan terhadap ofd purchase intention. Kata Kunci: Time saving orientation, Price saving orientation, Payment method, The main purpose of this study was to determine the factors that influence the behavioral intention to purchase food through Online Food Delivery (OFD) services on the shopeefood application by using a quantitative descriptive approach. The data in the study were obtained from 185 respondents who are residents of the DKI Jakarta area as consumers and potential consumers of ShopeeFood services. Data analysis in this study used an alternative method of structural equation modeling (SEM), namely partial least squares (PLS). The first stage in this research is to test the validity of each variable's questions along with their reliability. The second stage examines the relationship between time saving orientation, price saving orientation and payment method on ofd purchase intention. The results of this study state that the time saving orientation variable has a positive and significant effect on ofd purchase intention, Price saving orientation variable has a positive and significant effect on ofd purchase intention and the payment method variable has a positive and significant effect on ofd purchase intention. Keywords: Time saving orientation, Price saving orientation, Payment method, OFD Purchase intention.

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