EKSPLORASI PENGGUNAAN SHOPEE FOOD: MENGUJI PENGARUH FAKTOR- FAKTOR UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT2) TERHADAP CONTINUOUS USAGE INTENTION
Abstract
Penggunaan layanan pembelian makanan melalui pesan antar makanan secara online masih diminati oleh masyarakat di Indonesia. Hal ini membuat persaingan semakin ketat antar platfrom online food delivery. Shopee Food yang pada awal peluncurannya tahun 2020 masih memiliki sedikit pengguna jika dibandingkan GrabFood dan GoFood. Perang strategi harga dan diskon besar-besaran yang pada awalnya hanya terjadi diantara dua penguasa bisnis online food delivery yaitu GrabFood dan GoFood, saat ini diikuti oleh Shopee Food yang tidak kalah dalam memberikan harga yang cukup menarik perhatian konsumen. Penelitian saat ini ingin menguji dan menganalisis seberapa besarkah variabel UTAUT2 dan variabel tambahan mindfulness, dan congruity with self image dapat memprediksi intention to use continously konsumen Shopee Food. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dengan menyebar kuesioner elektronik dengan menggunakan metode nonprobability dengan teknik purposive sampling. Sampel yang diambil untuk penelitian ini adalah 169 responden. Data dianalisis menggunakan structured equation modelling-partial least square (PLS-SEM) dengan software SmartPLS3. Dalam penelitian ini terdapat enam hipotesis didukung dan tiga hipotesis tidak didukung. Hasil penelitian ini menunjukkan bahwa performance expectancy, social influence, facilitating condition, congruity with self image, habit dan consumer mindfulness memiliki pengaruh positif terhadap consumers’ intentions to use continuously OFDS. Kemudian effort expectancy, hedonic motivation dan price value tidak memiliki pengaruh positif terhadap consumers’ intentions to use continuously OFDS. Penelitian ini memberikan implikasi teoritis, manajerial implikasi, dan rekomendasi untuk penelitian lebih lanjut.
Keywords
Full Text:
PDFReferences
Achriani, M., & Hasbi, I. (2021). The Effect of Performance Expectancy, Effort Expectancy, Social Influence, Perceived Risk, Perceived Cost on Behavioral Intention of Digital Wallet Fund Users in Indonesia. Eproceedings Of Management. Vol. 8(1).
Alalwan, A., Rana, N., Dwivedi, Y., & Algharabat, R. (2017). Social Media In Marketing: A Review And Analysis Of The Existing Literature. Telematics And Informatics 34(7).
Ali, F., Harris, K., & Ryu, K. (2019). Consumers' Return Intentions Towards a Restaurant With Foodborne Illness Outbreaks: Differences Across Restaurant Type And Consumers' Dining Frequency. Food Control, 98, 424–430.
Aprilisa, S., Samsuryadi, S., & Sukemi, S. (2020). The Effect of the Unified Theory Of Acceptance And Use Of Technology 2 (Utaut 2) Model On The Implementation Of The Shopee Application. Proceedings of the National Seminar on Applied Science and Technology. Vol.3(1).
Cho, M., Bonn, M., & Li, J. (2019), “Differences In Perceptions About Food Delivery Apps Between Single-Person And Multi-Person Households”, International Journal Of Hospitality Management,Vol. 77, Available At: Https://Doi.Org/10.1016/j.Ijhm.2018.06.019.
Chung, N., Song, H. & Lee, H. (2017), "Consumers' Impulsive Buying Behavior Of Restaurant Products In Social Commerce", International Journal Of Contemporary Hospitality Management, Vol. 29 No. 2, pp. 709-731.
Correa, J., Garzon, W., Brooker, P., Sakarkar, G., Carranza, S., Yunado, L. & Rincon, A. (2019),“Evaluation Of Collaborative Consumption Of Food Delivery Services Through Web Mining Techniques”, Journal Of Retailing And Consumer Services, Vol. 46, pp. 45-50.
Correa, J., GarzOn, W., Brooker, P., Sakarkar, G., Carranza, S.A., Yunado, L. And RincOn, A. (2019). Evaluation Of Collaborative Consumption Of Food Delivery Services Through Web Mining Techniques. Journal Of Retailing And Consumer Services. Vol. 46, pp. 45-50.
Dwivedi, Y., Rana, N., Jeyaraj, A., Clement, M., & Williams, M. (2017). Re-Examining The Unified Theory Of Acceptance And Use Of Technology (Utaut): Towards a Revised Theoretical Model. Information Systems Frontiers, 719-734, 21(3).
Farooq, M., Salam, M., Jaafar, N., Fayolle, A., Ayupp, K., Radovic, M., & Sajid, A. (2017). Acceptance And Use Of Lecture Capture System (Lcs) In Executive Business Studies: Extending Utaut2. Https://Doi.Org/10.1108/17415651311326419.
Fatihanisya, A., & Purnamasari, S. (2021). Application of the Unified Theory of Acceptance and Use of Technology Model (Utaut 2) on the Behavior of Shopee Indonesia E-Commerce Customers in the City of Palembang. Journal Of Information Systems And Informatics. Vol. 3(2), pp. 392-417. Doi: 10.33557/Journalisi.v3i2.143.
Fidella, F., & Rinaldi, R. (2021). The Relationship between Mindfulness and Impulsive Buying in Fip Unp Students Who Are Consumers of Miniso Plaza Andalas Padang Products. Tambusai Journal of Education, 5(1), 2645–2651. Retrieved From Https://Jptam.Org/Index.Php/Jptam/Article/View/1273.
Ghozali, I & Latan, H. (2015). Partial Least Square Engineering Concepts and Applications Using the Smartpls 3.0 (2nd Edition) Program. Semarang: Diponegoro University Publishing Agency.
Gomez, M., Imhoff, B., Martín-Consuegra, D., Molina, A. And Santos-Vijande, M.L. (2018). “Language Tourism: The Drivers That Determine Destination Choice Intention Among U.S. Students”, Tourism Management Perspectives, Vol. 27Available At:Https://Doi.Org/10.1016/j.Tmp.2018.06.001.
Gu, J., Li, L., Xu, Z., & Fujita, H. (2015). Knowledge-Based Systems Construction Of a Technology Adoption Decision-Making Model And Its Extension To Understanding Herd Behavior, 89, 471–486. Https://Doi.Org/10.1016/j.Knosys.2015.08.014.
Gupta, K., & Arora, N. (2019). Investigating Consumer Intention To Accept Mobile Payment Systems Through Unified Theory Of Acceptance Model: An Indian Perspective. South Asian Journal Of Business Studies. Vol.21(2).
Hadikusuma, S., & Jaolis, F. (2019). The Effect of Social Influence, Perceived Usefulness, and Perceived Security on Continue Use Intention of the Ovo Mobile Payment Application Through Attitude Towards Using Mobile Payments as an Intervening Variable Among Students of the Faculty of Business and Economics, Petra Christian University. Agora Vol. 7(2) .
Hair, J., Black, W., Babin, B., Anderson, R., & Black, W. (2018). Multivariate Data Analysis. Https://Doi.Org/10.1002/9781119409137.Ch4.
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When To Use And How To Report The Results Of Pls-Sem. In European Business Review. Vol.31(1), Pp. 2–24. https://Doi.Org/10.1108/Ebr-11-2018-0203.
Hidayat, M., T., Aini, Q., & Fetriana, E. (2020). Acceptance of EWallet Users Using Utaut 2 (Case Study). National Journal of Electrical Engineering and Information Technology. 9(3).
Hong, C., Choi, H. H., Choi, E. K. C., & Joung, H. W. D. (2021). Factors Affecting Customer Intention To Use Online Food Delivery Services Before And During The Covid-19 Pandemic. Journal Of Hospitality And Tourism Management, 48, 509–518. Https://Doi.Org/10.1016/j.Jhtm.2021.08.012.
Hsieh, J., & Tseng, C. (2018). Exploring Social Influence On Hedonic Buying Of Digital Goods- Online Games' Virtual Items. Journal Of Electronic Commerce Research. Vol.19(2).
Indrawati, & Putri, D. (2018). Analyzing Factors Influencing Continuance Intention Of E-Payment Adoption Using Modified Utaut 2 Model: (A Case Study Of Go-Pay From Indonesia). International Conference On Information And Communication Technology, Icoict 2018, 6(2), 167–173.
Jacob, L., Haro, J., & Koyanagi, A. (2019). Relationship Between Living Alone And Common Mental Disorders In The 1993, 2000 And 2007 National Psychiatric Morbidity Surveys. National Psychiatric Morbidity Surveys. Plos One14(5).
Jeong, E. & Jang, S. (2018), “The Affective Psychological Process Of Self-Image Congruity And Its Influences On Dining Experience”, International Journal Of Contemporary Hospitality Management, Vol. 30 No. 3, pp. 1563-1583.
Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The Value Proposition Of Food Delivery Apps From The Perspective Of Theory Of Consumption Value. International Journal Of Contemporary Hospitality Management, 33(4), 1129–1159. Https://Doi.Org/10.1108/Ijchm-05-2020-0477.
Kenny, V., & Firdausy, C. (2022). The Influence of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions on Behavioral Intention of Shopeepay Users in Jakarta. Journal of Management and Entrepreneurship. Vol.6(1).
Kotler, P., Kartajaya, H., Setiawan, I. (2019). Marketing 4.0 Moves From Traditional To Digital. Jakarta: Pt Gramedia Pustaka Utama.
Kumala, S., (2019). The Influence of Performance Expectancy, Effort Expectancy, Social Influence and Experiences on Behavioral Intention in the Mobile Game Player Unknown's Battleground (Pubg). Agora Vol. 7(2).
Kwateng, K., Atiemo, K., & Appiah, C. (2018). Acceptance And Use Of Mobile Banking: An Application Of Utaut2. Journal Of Enterprise Information Management 32(11).
Luna, I., Rios, F., Liebana-Cabalillas, F., & Luna, J. (2016). Nfc Technology Acceptance For Mobile Payments: A Brazilian Perspective. Review Of Business Management.
Memon, M., Ramayah, T., Cheahc, J-H., Tingd, H., Chuahe, F., & Chamf, T-H. (2021). Pls-Sem Statistical Programs: A Review. Journal Of Applied Structural Equation Modeling. Vol.5(1), Pp 1-9 Doi: 10.47263/Jasem.5(1)06.
Morosan, C. & Defranco, A. (2019). Using Interactive Technologies To Influence Guests’ Unplanned Dollar Spending In Hotels”, International Journal Of Hospitality Management. Vol. 82, pp. 242-251.
Nikou, S., & Economides, A. (2017). Mobile-Based Assessment Integrating Acceptance And Motivational Factors Into a Combined Model Of Self-Determination Theory And Technology Acceptance. Computers In Human Behavior 68:83-95. Doi:10.1016/j.Chb.2016.11.020.
Okumus, B., Ali, F., Bilgihan, A. & Ozturk, A.B. (2018). Psychological Factors Influencing Customers' Acceptance Of Smartphone Diet Apps When Ordering Food At Restaurants. International Journal Of Hospitality Management, Vol. 72, pp. 67-77.
Pramana, D., Utami, N., & Wiradharma, B. (2022). Evaluation of Factors Affecting Behavioral Intention and Behavioral Use in Spada at STMIK Primakara Using the Unified Theory of Acceptance and Use of Technology Model 2. Scientific Journal of Applied Sciences, University of Jambi. Vol.6(1).
Pramana, S., Yuniarto, S., Kurniawan, S., & Yordani, R. (2017). Big Data For Government Policy: Potential Implementations Of Big Data For Official Statistics In Indonesia. International Workshop On Big Data And Information Security (Iwbis).
Putri, R., & Suardikha, S., (2020). Application of the Link 2 Model to Explain Intentions and Behavior of Using E-Money in the City of Denpasar. E-Journal of Accounting. Vol. 30(2), p. 540.
Ramadhan, D., Hurriyati, R., & Lisnawati. (2019). Analysis of Mobile Wallet Technology Adoption Behavior Using The Unified Theory Of Acceptance And Use Of Technology3 (Utaut3) Model Of Ovo Users In Millennial Generation In Indonesia. Journal Of Business Management Education | Volume 4, Number 3, December 2019, Page. 23-29
Saadah, U., Murwaniyah, M., Pradana, D., Masutiah, M., Panggabean, M., & Hamka, H. (2022). The Touch My Land Application as a Public Service Innovation at the Regional Office of the National Land Agency for the Province of D.K.I. Jakarta. Journal of Applied Business Administration (Jabt). Vol.5(1).
Safira, S. (2020). The Effect of Social Influence on Intention to Continue Use Through Perceived Usefulness and Perceived Ease of Use (Study on E-Wallet Funds). Thesis. Esa Uggul University.
Safitri, L., & Riptiono, S. (2020). The Effect of Self Image Congruence, Luxury Value and Product Attribute on Repurchase Intention Through Satisfaction as an Intervening Variable (Study on Vivo Smartphone Users Released in 2018-2019 in Kebumen Regency). Scientific Journal of Management, Business and Accounting Students 2(4).
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. New, York:USA. John Wiley & Sons.
Shafly, N. (2020). Application of the Utaut2 Model to Explain the Behavioral Intention and Use Behavior of the Use of Mobile Banking in Malang City. Student Scientific Journal of the Faculty of Economics and Business, Universitas Brawijaya.
Sharma, G. (2017). Pros And Cons Of Different Sampling Techniques. International Journal Of Applied Research, 3(7), 749-752.
Sirgy, J. (2018). Self-Congruity Theory In Consumer Behavior: A Little History. Journal Of Global Scholars Of Marketing Science. Vol.28(2).
Sugiyono. (2016). Quantitative Research Methods, Qualitative, and R&D. Bandung: Indonesia. Cv. Alphabeta.
Suhartanto, D., Helmi Ali, M., Tan, K., Sjahroeddin, F. & Kusdibyo, L. (2019), Loyalty Toward Online Food Delivery Service: The Role Of e-Service Quality And Food Quality. Journal Of Foodservice Business Research, Vol. 22 No. 1, Pp. 81-97.
Thatcher, J., Wright, R., Sun, H., Zagenczyk, T. & Klein, R. (2018). Mindfulness In Information Technology Use: Definitions, Distinctions, And a New Measure. Mis Quarterly. Vol. 42 No. 3, Pp. 831-847.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). Would You Like To Shop Via Mobile App Technology Australasian Marketing Journal (Amj) 29(2) Doi:10.1016/j.Ausmj.2020.01.002.
Venkatesh, V., Morris, M., Davis, G. & Davis, F. (2003). User Acceptance Of Information Technology: Toward a Unified View. Mis Quarterly, Vol. 27 No. 3, Pp. 425-478.
Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer Acceptance And Use Of Information Technology: Extended The Unified Theory Of Acceptance And Use Of Technology. Mis Quarterly. Vol. 36 No. 1, Pp. 157-178.
Wang, Y., & Tsai, C. (2017). Feeling Better When Buying More? Harmonious Passion And Obsessive Passion In Online Food Group Buying. British Food Journal. Vol. 119 No. 6, Pp. 1263-1275.
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Mohammad Rafi Arya Dwi Putra, Juniarty
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992