MEASURING TOOLS FOR ANALYZING FACTORS INFLUENCING CONSUMER PURCHASE INTENTION IN FOOD DELIVERY APPLICATIONS IN INDONESIA
Abstract
A significant proportion of the Indonesian population recognises the importance of the internet in their everyday existence. The COVID-19 pandemic has resulted in a surge in internet usage especially in service-oriented businesses and applications that leading to significant alterations in consumer behaviour across several domains of life. Gofood, a mobile application developed by Indonesia, is a subsidiary of PT Goto Gojek Tokopedia Tbk (publicly listed company). It is the leading platform for food delivery in the Southeast Asian region, with the greatest gross merchandise (GMV). Currently, Gofood has been through a phase of stagnation over the preceding three years, as evidenced by its Gross Merchandise Value (GMV) remaining constant. The current era presents an opportune moment for Gofood to serve as a persuasive communication channel, facilitating effective communication between merchants and consumers, thereby contributing to a balanced marketing communication strategy. The research model adopted in this study is the Information Adoption Model. The measuring instrument tested on a sample of 30 participants who use online food delivery (OFD). The data is processed using IBM SPSS Statistics 27. The results of the testing indicate that the measuring instrument, which consists of 7 constructs and 45 items, satisfies the criteria for both validity and reliability. Hence, this particular measurement instrument is prepared for use in further study objectives.
COVID-19, Indonesia, Information Adoption Model, Marketing Communication, Online Food Delivery.