Keputusan Penggunaan Aplikasi Food Delivery Pada Pandemi Covid-19: Pengaruh Consumer Review, Ease of Transaction, dan Celebrity Influencer

Decision to Use Food Delivery Applications in the Covid-19 Pandemic: The Effect of Consumer Reviews, Ease of Transactions, and Celebrity Influencers

Berkembangnya teknologi yang semakin modern berdampak positif bagi peradaban manusia dimasa pandemi. Selama masa pandemi banyak masyarakat yang menggunakan jasa pengantar makanan untuk memenuhi kebutuhan mereka ketika aktivitas diluar rumah terbatas. Pengantaran makanan sangat nyaman dan hanya menggunakan aplikasi yang disediakan mempermudah konsumen dalam melakukan pembelian makanan tanpa harus keluar rumah. Konsumen dapat memesan makanan yang mereka butuhkan dan menikmatinya dengan nyaman di rumah tanpa khawatir kontak fisik dengan orang lain. Dalam hal ini peneliti menguji consumer review, ease of transaction, celebrity influencer terhadap keputusan penggunaan apikasi food delivery dimasa pandemi Covid-19. Fokus penelitian ini terhadap pengguna aplikasi pengantar makanan Grabfood dengan rentang usia 16-55 tahun menggunakan sampel sebesar 200 dengan teknik non probability sampling. Penelitian termasuk jenis penelitian konklusif dan data dalam penelitian diperoleh melalui penyebaran kuisoner online. Data penelitian dianalisis melalui teknik analisis regresi linear berganda. Berdasarkan hasil penelitian menunjukkan bahwa consumer review, ease of transaction dan celebrity influencer berpengaruh signifikan terhadap keputusan penggunaan aplikasi food delivery. Pada penelitian ini menunjukkan bahwa consumer review, ease of transaction dan celebrity influencer berperan krusial dalam mempengaruhi keputusan penggunaan aplikasi food delivery. Implikasi praktis pada penelitian ini dapat digunakan untuk membantu kegiatan pemasaran dan promosi dari aplikasi pengantar makanan.

Kata kunci: Consumer Review, Ease of Transaction, Celebrity Influencer, Keputusan Pembelian Konsumen

The development of increasingly modern technology has had a positive impact on human civilization during the pandemic. During the pandemic, many people use food delivery services to meet their needs when activities outside the home are limited. Food delivery is very convenient and only using the provided application makes it easier for consumers to make food purchases without having to leave the house. Consumers can order the food they need and enjoy it comfortably at home without worrying about physical contact with other people. In this case, the researchers tested consumer reviews, ease of transactions, and celebrity influencers on decisions to use food delivery applications during the Covid-19 pandemic. The focus of this research is on users of the Grab food delivery application with an age range of 16-55 years using a sample of 200 with a non-probability sampling technique. The research is a type of conclusive research and the data in the study were obtained through the distribution of online questionnaires. The research data were analyzed through multiple linear regression analysis techniques. Based on the results of the study, shows that consumer reviews, ease of transaction, and celebrity influencers have a significant effect on decisions to use food delivery applications. In this study, it was shown that consumer reviews, ease of transaction, and celebrity influencers play a crucial role in influencing decisions to use food delivery applications. The practical implications of this research can be used to assist the marketing and promotion activities of food delivery applications.

Keywords: Consumer Review, Ease of Transaction, Celebrity Influencer, Consumer Purchasing Decisions