Pengaruh Layanan Food delivery O2O (Online to Offline) Terhadap Keputusan Pembelian dengan Electronic Word of Mouth (E-WOM) Sebagai Variabel Dummy
DOI:
https://doi.org/10.30649/jab.v1i1.78Keywords:
Food delivery service (O2O), Electronic Word of Mouth (E-WOM), Simulated Variable, Purchase DecisionAbstract
The advanced technology is one of the reasons to create an easy beverage transaction through online system and to get information from social media, such as Electronic Word of Mouth (E-WOM) and Food delivery service platform (O2O). Thai Tea beverage business “nyot-nyot” in MERR, Surabaya has partnership with Grab Food to provide Food delivery service for costumer transactions. Electronic Word of Mouth (E-WOM) is a promotional media that has been widely used by the public. The media is able to ease in finding out information about the advantages and disadvantages of products for purchase decision. The study aims to determine the effect of Food delivery service (O2O) and Electronic Word of Mouth (E-WOM) as the simulated variables toward purchase decision in Thai Tea beverage business. The study uses primary data from online questionnaire. The data are taken from thirty customers. Whereas, data collection technique is obtained through questionnaire with 12 statement items. Furthermore, the items are measured using Likert scale of 1 to 5 to know the validity and reliability. The subjects of the study are the costumer who have purchased the beverage onsite or online using Food delivery service (O2O) in Grab Food. Data analysis techniques apply multiple linear regression and partial test to answer the hypothesis. The result indicates that Food delivery service (O2O) does not have positive influence on purchase decision (0.065 > critical significance 0.05). The result of Electronic Word of Mouth (E-WOM) has significant effect on purchase decision (0.045 < critical significance 0.05). The coefficient of determination is 21.7% for Food delivery service (O2O) and Electronic Word of Mouth (E-WOM) toward purchase decision. Whereas, 78.3% is explained by other factors.
References
Almariah, N. 2019. Pengaruh Layanan Go-Food, Harga, dan Jumlah Order terhadap Omzet Bisnis Kuliner Di Kota Jambi. Jurnal Ilmu Ekonomi 2 (1)
Bu, Y. Joy, P. dan Park, T. 2020. Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal. Doi: 10.1016/j.ausmj.2020.01.00
Carisinyal. 2020. 10 Aplikasi Ojek Online Terbaik dan Terpopuler di Indonesia. http://carisinyal.com/aplikasi-ojek-online/. diakses pada 11 Mei 2020 pada 14:04 WIB
Databoks. 2019. Pemesanan Makanan Secara Online Makin Digemari. https://databoks.katadata.co.id/datapublish/2019/09/26. diakses pada tanggal 15 Februari 2020 pada 20.15 WIB
Filieri, R. 2014. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research 68 (6). Doi: 10.1016/j.jbusres.2014.11.006
Grab. 2020. Tampilan Nyot-nyot Thai Tea Medokan Semampir Surabaya pada Platform Grab Food. http://food.grab.com/id/id/restaurant/nyot-nyot-thai-tea-medokan-semampir- delivery/. diakses pada tanggal 15 Februari 2020 pada 20.30 WIB
Grab. 2020. https://food.grab.com/id/id/restaurans?search=Thai%20tea. diakses 18 Mei 2020 pada 09.55 WIB
Hamidun, M. A. dan Brillyanes, S. 2018. Pengaruh Electronic Word of Mouth terhadap Purchase Intention melalui Brand Image (Studi pada Followers Akun Instagram @Ouvalresearch). Jurnal Administrasi Bisnis 61 (02)
He, Z., Guanghua, H., T, C. E. C., Bo, F., dan Dong, J. 2018. Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and delivery markets: An agent-based approach, 215: 61-72. Doi: 10.1016/j.ijpe.2018.05.008
Jeong, E. dan SooCheong, (S). J. 2010. Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30: 356-366. Doi: 10.1016/j/ijhm.2010.08.005
Kang, J. W. dan Young, N. 2018. The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78: 189-198. Doi: 10.1016/j.ijhm.2018.10.011
Lifepal. 2019. Alasan Pakai Grab Food Dinilai Mudah dan Menguntungkan. https://lifepal.co.id/media/grabfood. diakses pada tanggal 11 Mei 2020 pada 09.40 WIB
Nielsen. 2018. Up and Down Beverages Competition. http://www.nielsen.com/id/en/insights.
Pratama, M. Y. 2018. Pengaruh Layanan Food delivery Terhadap Peningkatan Penjualan Pengusaha Kuliner (Studi Pada Pengusaha Kuliner yang Terdaftar di Go-food/Go-jek Jambi). Skripsi. Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
Riyanti, A. 2017. Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention (Studi pada Peminat Shampoo Pantene di Purworejo). Skripsi. Universitas Muhammadiyah Purworejo
Roh, M. dan Kiwan, P. 2018. Adoption of O2O Food delivery service in South Korea: The Moderating role of moral obligation in meal preparation. International Journal of Information Management 47: 262-273. Doi: 10.1016/j.ijinfomgt.2018.09.017
Sari, F. dan Edriana, P. 2018. Pengaruh Electronic Word of Mou th (E-wom) Terhadap Minat Berkunjung dan Keputusan Berkunjung (Studi pada Wisata Coban Rais BKPH Pujon). Jurnal Administrasi Bisnis 54 (1)
Sari, N., Muhammad, S., dan Jamaluddin, H. 2017. Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian pada Toko Online Bukalapak.com. Jurnal Manajemen Magister 03 (1)
Sarinastiti, E. N. dan Nabilla, K. V. 2018. Co-Branding Online Food delivery : The Tranformation of Local Culinary Tourism Business Model in Yogyakarta. Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan 3 (3)
Sindunata, I. dan Bobby, A. W. 2018. Pengaruh e-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian di agoda.com. Jurnal Hospitality dan Managemen Jasa 6 (01)
Sugiyono. 2013. Metode Penelitian Bisnis . Alfabeta. Bandung
Tran, G. A. dan David, S. 2019. Comparing email and SNS users: Investigating e-servicescape,customer review, trust, loyality and E-WOM. Journal of Retailing and Consumer Services 53: 101782. Doi: 10.1016/j.jretconser.2019.03.009
Zulfa. A. 2020. Sesi Wawancara dengan Owner Nyot-nyot Thai Tea MERR Surabaya. Pada tanggal 03 Febuari 2020 pada 10.15 WIB
