FAKTOR -FAKTOR KEPUTUSAN PENGGUNAAN ONLINE FOODSERVICE DELIVERY SYSTEM PADA GENERASI MILENIAL DI JAKARTA

Kevin Gustian Yulius, Farrel Trystian King, Khendy Suhaidi

Abstract


The online food service delivery system is one result of technological advances, namely the internet. This food delivery service functions as a collection of restaurants and then provides consumers with a variety of foods, taking orders and sending orders to food producers, monitoring payments, arranging food delivery and providing facilities for food to be delivered. During the Covid-19 pandemic, this service became one of the people's choices to meet their needs through a digital platform to buy food, beverage and other food supplies. This study aims to study the consumer's intention to use OFDS. The research will be conducted with descriptive techniques to be able to analyze the characteristics of the population and identify existing data to answer research questions. The research data was obtained by sending questionnaires to 150 respondents who live in Jakarta and are the millennial generation. From this data, Performance Expectancy, Habit, Congruence-Self-Image, and Mindfulness have an influence on the millennial generation in the use of OFDS in Jakarta, while the tendency to buy impulses has no effect on the millennial generation in using OFDS in Jakarta. This can be implicated in real terms and provide benefits to OFDS service providers and restaurants that use OFDS services by providing a mapping of the factors that influence the decision to use OFDS services for millennials in Jakarta.


Keywords


Intentions, Online Foodservice Delivery; Covid- 19; Millennial Generation

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