ROLE OF TRUST IN GHOST KITCHENS: WHAT DRIVES IT AND WHY IT MATTERS
Trefwoorden:
Ghost Kitchens, Food Quality, Online ReviewsSamenvatting
Indonesia is a country rich in cultural diversity, including in the food and beverage sector. In 2020, the food and beverage industry experienced its slowest growth due to the impact of the Covid-19 pandemic. This global crisis significantly altered consumer behavior, particularly in how individuals procure food and beverages from restaurants. One notable outcome of this shift is the emergence and growing popularity of ghost kitchens. This study investigates the relationships among several key variables: food quality, price, online reviews, trust, purchase intention, and word of mouth. The primary objective is to examine and analyze the positive influences among these variables. The research employs a quantitative approach through the distribution of questionnaires to Indonesian consumers aged 17 to 42 years—categorized as Generation Z and millennials—who have made purchases from ghost kitchens within the past three months. Data were collected using purposive sampling, resulting in 436 valid responses. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, implemented through SmartPLS. The theoretical framework is grounded in consumption value theory, the theory of planned behavior, and prospect theory. The findings indicate that food quality, price, and online reviews significantly and positively influence consumer trust. Furthermore, trust has a significant and positive effect on both purchase intention and word of mouth.
Referenties
Agung, Nyoman Nur. 2015. Pengaruh Kualitas Pelayanan Terhadap Word Of Mouth Yang Dimediasi Oleh Kepercayaan Pelanggan on Pt. Auto Bagus Rent a Car Denpasar Tahun 2015. Bali: E-Jurnal Manajemen Unud,Vol. 4, No. 5, 2015 : 1301-1321.
Allied Market Research. 2022. Cloud Kitchen Market By Type, By Product Type, By Nature: Global Opportunity Analysis and Industry Forecast, 2020-2030.
Bebber, S., Milan, G. S., Toni, D. D., Eberle, L., & Slongo, L. A. (2017). Antecedents of Purchase Intention in the Online Context. Journal of Relationship Marketing, 16(1), 82-98. doi:10.1080/15332667.2016.1242396
Beckett, E. L. (2020). Ghost kitchens could be a $1T global market by 2030.
Cunha, D. T. d., Hakim, M. P., Alves, M. M., Vicentini, M. S., & Wiśniewska, M. Z. (2024). Dark kitchens: Origin, definition, and perspectives of an emerging food sector. International Journal of Gastronomy and Food Science. International Journal of Gastronomy and Food Science, 35.
Cai, R., Leung, X.Y. and Chi, C.G.-Q. (2022) ‘Ghost kitchens on the rise: Effects of knowledge and perceived benefit-risk on customers’ behavioral intentions’, International Journal of Hospitality Management, 101, p. 103110.
Deutsch, M. (1960), “The effect of motivational orientation on trust and suspicion”, Human Relations, Vol. 13, pp. 123-39.
Fahmi Rizanata, M. (2014). Pengaruh Kepercayaan Pelanggan Terhadap Word of Mouth, Niat Beli Dan Retensi Pelanggan Gerai Indomaret Di Surabaya. Journal of Business and Banking, 4(1), 31.
Faith, Dudu Oritsematosan and Agwu, Professor Edwin, A Review of the Effect of Pricing Strategies on the Purchase of Consumer Goods (February 12, 2018). International Journal of Research in Management, Science & Technology (E-ISSN: 2321-3264) Vol. 2, No. 2, August 2014.
Grand View Research. 2021. Global Cloud Kitchen Market Size, Share & Trends Analysis Report by Type (Independent Cloud Kitchen, Commissary/Shared, Kitchen Pods), by Nature (Franchised, Standalone), by Region, and Segment Forecasts, 2021-2028.
Hanaysha, Jalal. 2016. Testing The Effect of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry. Journal of Asian Business Strategy, Vol. 6, No. 2, pp. 31-40.
Hariyanto, Halila T., and Lantip Trisunarno. "Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian on Toko Online di Shopee." Jurnal Teknik ITS, vol. 9, no. 2, 2020
Japarianto, Edwin and Adelia, Stephanie (2020) PENGARUH TAMPILAN WEB DAN HARGA TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI INTERVENING VARIABLE on E-COMMERCE SHOPEE. Jurnal Manajemen pemasaran, 14 (1). pp. 35-42. ISSN 1907-235X.
Kahneman, D., Tversky, A., 1979. Prospect theory: an analysis of decision under risk. Économ. J. Econom. Soc. 263–291.
Keputusan Presiden (KEPPRES) Nomor 11 Tahun 2020 tentang Penetapan Kedaruratan Kesehatan Masyarakat Coronavirus Disease 2019 (COVID-19) . 31 Maret 2020. Indonesia, Pemerintah Pusat. JDIH.SETNEG.GO.ID : 2 HLM. retrieved May 4th, 2023.
Kulshreshtha K, Sharma G. 2022. From restaurant to cloud kitchen: survival of the fittest during covid-19: an empirical examination. Technological Forecasting and Social Change 179: 121629.
Machdar NA, Andreas FF. 2022. Cloud kitchen: menutup kesenjangan permintaan on era normal baru untuk industri jasa makanan. Semesta 1(1):72–78.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product Evaluation. In J. Jacoby & O. C. Jerry (Eds.), Perceived quality: How consumers view stores and merchandise (pp. 209-232). Lexington, M.A: Lexington Books.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148.
Pratama, Dian Wahyu, dan Suryono Budi Santoso. 2018. “Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian melalui Kepercayaan Konsumen on Produk Stuck Original.” Diponegoro Journal of Management 7 (2): 139–49
Reiley, L. (2020), “A pandemic surge in food delivery has made ghost kitchens and virtual eateries one of the only growth areas in the restaurant industry”.
Reiley, L. (2020). Pandemic meal delivery has spurred virtual restaurants and ghost kitchens.
Rosariana, B. (2021). Generasi “Milenial” Dan Generasi “Kolonial”. Generasi “Milenial” Dan Generasi “Kolonial” (kemenkeu.go.id).
Rosdiana, Riski, Iyus Akhmad Haris, Kadek Rai Suwena, Jurusan Pendidikan Ekonomi, and Universitas Pendidikan Ganesha. 2019. “Pengaruh Kepercayaan Konsumen Terhadap Minat Beli Produk Pakaian Secara Online.” Jurnal Pendidikan Ekonomi Undiksha 11(1). retrieved from https://ejournal.undiksha.ac.id/index.php/IJSSB/article/view/16240/9664 on June 25th, 2023.
Rotter, J. B. (1980). Interpersonal trust, trustworthiness, and gullibility. American Psychologist, 35, 1-7.
Sherkar A, Fernandes M, Zagade S. 2021. Rise of cloud kitchens amidst the covid-19 pandemic. Kalyan Bharati 36(7): 237–243.
Sitorus A, Avianti F, Gultom M, Tritama R, Andini V. 2021. Rise of the virtual kitchen. Savills Research: Market in Minutes.
Sugiarto, Christian Ryan and Lastiawan, Joey Prakarsa and Yunus, Erlinda N. (2023) Faktor Keberhasilan Kritis Usaha Kuliner Berbasis Cloud Kitchen from Perspektif Pelaku Usaha dan Konsumen. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 9 (1). pp. 273-284.
The Business Research Company. 2022.Cloud Kitchen Global Market Report 2023.
Zeithaml, V.A., 1988. Consumer perceptions of price, quality, and value: a means-endmodel and synthesis of evidence. Journal of Marking 52, 2–22.
