DHANA, GUMILANG JAYA (2025) ANALISIS DAMPAK PROGRAM DINE-OUT DEALS GRABFOOD TERHADAP KUNJUNGAN DAN PENJUALAN MERCHANT UMKM DI KOTA BOGOR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Post-pandemic changes in consumer behavior shifted from food delivery services to dine-in habits, posing new challenges for Online Food Delivery (OFD) platforms such as GrabFood. The Dine-out Deals program was launched as an Online-toOffline (O2O) strategy to increase direct visits to MSME merchants. This study aims to analyze the impact of the program on the performance of MSME culinary merchants in Bogor City and to formulate development strategy. The research uses a mixed method with an explanatory sequential approach. Quantitative data were obtained from 15 MSME merchants and analyzed using indicators such as daily transactions, sales value, and Return on Investment (ROI). Qualitative data were collected through method triangulation involving Focus Group Discussions (FGD), interviews, and field observations. ROI was calculated as a measure of financial impact, while strategies were developed using Interpretive Structural Modeling (ISM) and MICMAC. The results showed a significant decline in transactions and sales, yet average transaction value per customer increased by +391.46%, and the average ROI rose from 270.43% to 728.17%. However, the ROI increase was selective, depending on how merchants managed discounts and promotions. The findings also revealed resistance to the 5.55% commission rate, the New to Brand (NTB) scheme, and a lack of understanding of the program’s benefits. The strategy was developed using the ISM and MICMAC approach, focusing on education, social media promotion, flexible implementation timing, and systematic discount scheme socialization. Therefore, this research is expected to contribute to development of adaptive and collaborative promotional policies between OFD platforms and MSME merchants. Keywords: Dine-out Deals, Culinary MSMEs, Return on Investment (ROI), Interpretive Structural Modeling (ISM), Online-to-Offline (O2O). Perubahan perilaku konsumen pasca-pandemi COVID-19 menunjukkan pergeseran dari layanan pesan-antar makanan ke kebiasaan makan di tempat (dine-in), yang menjadi tantangan baru bagi platform Online Food Delivery (OFD) seperti GrabFood. Program Dine-out Deals diluncurkan sebagai strategi Online-to-Offline (O2O) untuk meningkatkan kunjungan langsung ke merchant UMKM. Penelitian ini bertujuan menganalisis dampak program tersebut terhadap performa merchant UMKM di Kota Bogor serta menyusun strategi pengembangannya. Penelitian menggunakan pendekatan mixed method explanatory sequential. Data kuantitatif diperoleh dari 15 merchant UMKM yang dianalisis melalui indikator transaksi harian, nilai penjualan, dan Return on Investment (ROI). Data kualitatif dikumpulkan melalui triangulasi metode berupa Focus Group Discussion (FGD), wawancara, dan observasi lapangan. ROI dihitung sebagai indikator dampak finansial, sementara strategi dikembangkan menggunakan Interpretive Structural Modeling (ISM) dan MICMAC. Hasil penelitian menunjukkan penurunan yang signifikan dalam transaksi dan penjualan, namun rata-rata nilai transaksi per pelanggan meningkat sebesar +391,46%, dan rata-rata ROI meningkat dari 270,43% menjadi 728,17%. Peningkatan ROI bersifat selektif, bergantung pada strategi merchant dalam mengelola diskon dan promosi. Temuan juga mengungkap resistensi terhadap komisi 5,55%, skema New to Brand (NTB), dan kurangnya pemahaman manfaat program. Strategi dikembangkan melalui pendekatan ISM dan MICMAC, yang difokuskan pada aspek edukasi, promosi media sosial, fleksibilitas waktu implementasi, serta sosialisasi skema diskon secara sistematis. Dengan demikian, penelitian ini diharapkan dapat berkontribusi dalam pengembangan kebijakan promosi yang adaptif dan berbasis kolaborasi antara platform OFD dan merchant UMKM. Kata Kunci: Dine-out Deals, UMKM Kuliner, Return on Investment (ROI), Interpretive Structural Modeling (ISM), Online-to-Offline (O2O).
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