Pengaruh Motivasi Dan Persepsi Terhadap Keputusan Pembelian Makanan Grabfood Di Jakarta
Open accessAbstract
ABSTRACTThe rapid growth of internet users has led the culinary industry to innovate by adding online food sales services, called online food delivery. Grab is an application that provides online food delivery services, with one of its features, namely GrabFood. DKI Jakarta is an area that has dense activity. GrabFood can make it easier for Jakarta residents to order food, because it is considered easier and less time consuming on the road. The aim of this research is to analyze the influence of consumer motivation, perceptions and attitudes on online food purchasing decisions through the GrabFood application. This research was conducted through descriptive research with a qualitative and quantitative approach. The data used is primary data collected through filling out questionnaires. The data analysis method used is SEM-PLS analysis which is processed using SmartPLS software version 3.0. The research results show that consumer motivation and attitudes directly influence the decision to purchase food online via GrabFood in the community in DKI Jakarta, but consumer perceptions do not directly influence purchasing decisions. Apart from that, consumer motivation indirectly influences purchasing decisions with consumer attitude as an intervening variable, but consumer perception indirectly does not influence purchasing decisions with consumer attitude as an intervening variable. Keywords: motivation; perception; consumer attitudes; purchasing decisions ABSTRAKPesatnya pertumbuhan pengguna internet membuat industri di bidang kuliner melakukan inovasi dengan menambahkan layanan penjualan makanan secara online, dengan sebutan online food delivery. Grab merupakan salah satu aplikasi penyedia layanan online food delivery, dengan salah satu fiturnya yaitu GrabFood. DKI Jakarta merupakan wilayah yang mempunyai aktivitas padat. GrabFood dapat memudahkan masyarakat Jakarta dalam memesan makanan, karena dianggap lebih mudah dan tidak memakan waktu dijalan. Tujuan penelitian ini adalah menganalisis pengaruh motivasi, persepsi, dan sikap konsumen terhadap keputusan pembelian makanan secara online melalui aplikasi GrabFood, Penelitian ini dilakukan melalui riset deskriptif dengan pendekatan kualitatif dan kuantitatif. Data yang digunakan merupakan data primer yang dikumpulkan melalui pengisian kuesioner. Metode analisis data yang digunakan adalah analisis SEM-PLS yang diolah menggunakan software SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa motivasi dan sikap konsumen secara langsung berpengaruh terhadap keputusan pembelian makanan secara online melalui GrabFood pada Masyarakat di DKI Jakarta, namun persepsi konsumen secara langsung tidak berpengaruh terhadap keputusan pembelian. Selain itu motivasi konsumen secara tidak langsung berpengaruh terhadap keputusan pembelian dengan sikap konsumen sebagai variabel intervening, namun persepsi konsumen secara tidak langsung tidak berpengaruh terhadap keputusan pembelian dengan sikap konsumen sebagai variabel intervening. Kata Kunci: motivasi; persepsi; sikap konsumen; keputusan pembelian
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Handayani, E. H., & Rasidi, M. (2024) · Golden Ratio of Social Science and Education · doi:10.52970/grsse.v4i2.1303
- Authors
- Agusti, A. R.
- Affiliations
- Syarif Hidayatullah State Islamic University Jakarta (ID)
- Corresponding author
- Agusti, Aulia Rahma
- Venue
- Sharia Agribusiness Journal
- Published
- 2024-05-28
- Volume
- 4
- Issue
- 1
- ISSN
- 2798-2068 (ISSN-L)
- 2798-2300
- OpenAlex
- W4405403084
- Cited by
- 1
- References
- 0
- Citations by year
- 2026: 1
- FWCI
- 0.33
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Locations
- Sharia Agribusiness Journal (publishedVersion, cc-by)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
- Keywords
- consumer motivation, consumer perception, consumer attitudes, purchase decision, online food delivery, GrabFood, food ordering apps, Jakarta consumers, mediating effect of attitude
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