How Food Application Design And Food Order Fulfillment Affect Repurchase Intention Through Online Food Shopping  Experience Among Gen Z In Jabodetabek

Derico Prestius Henderson; Nur Amalyna Yusrin

Authors

Derico Prestius Henderson Universitas Pradita
Nur Amalyna Yusrin Universitas Pradita

Keywords:

Desain Aplikasi Makanan, Pemenuhan Pesanan Makanan, Pengalaman Belanja Makanan Online, Niat Pembelian Ulang

Abstract

Pertumbuhan popularitas dalam aplikasi layanan pesan antar makanan online telah mengubah cara konsumen dalam membeli makanan, besarnya dengan pengguna aplikasi yang termasuk Gen Z. Perkembangan ini mendorong perusahaan untuk berfokus pada aspek teknologi dan operasional untuk meningkatkan pengalaman pengguna serta mendorong niat pembelian ulang. Penelitian ini bertujuan untuk menganalisis pengaruh food application design dan food order fulfillment terhadap niat repurchase intention, serta peran mediasi dari online food shopping experience. Penelitian kuantitatif ini menguji data menggunakan aplikasi SmartPLS melalui pendekatan Structural Equation Modeling (SEM). Teknik purposive sampling digunakan untuk mengumpulkan data dari responden yang merupakan pengguna Generasi Z, berdomisili di wilayah Jabodetabek, pernah menggunakan aplikasi OFD, serta memiliki lebih dari satu aplikasi OFD, dengan total 123 responden valid yang diperoleh. Hasil penelitian menunjukkan bahwa desain aplikasi makanan tidak memiliki banyak pengaruh terhadap pengalaman berbelanja makanan secara online dan juga tidak mempengaruhi niat pembelian ulang. Di sisi lain, pemenuhan pesanan makanan secara signifikan mempengaruhi pengalaman berbelanja makanan secara online serta berpengaruh langsung maupun tidak langsung terhadap niat pembelian ulang. Temuan ini menegaskan pentingnya pengalaman pengguna melalui pemenuhan pesanan sebagai faktor kunci dalam membentuk keputusan konsumen pada platform OFD. Penelitian ini juga menekankan bahwa meskipun kinerja operasional penting, pengalaman secara keseluruhan yang ujungnya mendorong pembelian ulang.

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