PENGARUH AIO (ACTIVITY, INTEREST, OPINION) KONSUMEN MILLENIAL GEN Z (10 – 25 tahun) PADA LAYANAN PEMESANAN MAKANAN BERBASIS DARING (ONLINE) PADA MASA PANDEMI COVID-19

INFLUENCE OF AIO (ACTIVITY, INTEREST, OPINION) MILLENNIAL GEN Z CONSUMERS (10 – 25 years OLD) ON ONLINE FOOD ORDERING SERVICES DURING THE COVID-19 PANDEMIC

Penelitian ini bertujuan untuk mengetahui gaya hidup generasi Z yang dapat diukur melalui Aktivitas Minat dan Opini (AIO) mereka yang telah di pengaruhi oleh teknologi pada saat melakukan pemesanan makanan melalui daring (online) dimasa pandemi Covid-19 ini.Penelitian ini dilakukan di Surabaya dan Sidoarjo menggunakan teknik pengambilan sampel berupa purposive sampling dengan instrumen pengumpulan data berupa kuesioner online yang disebar menggunakan media Google Form. Metode penelitian ini adalah analisis  deskriptif kuantitatif , terdapat 100 responden Generasi Z yang memiliki rentang usia 10 – 25 tahun. Analisis Uji Regresi berganda digunakan untuk membuktikan hipotesis dengan bantuan SPSS. Hasil penelitian iniaktivitas (activity) dan minat (interest) konsumen tidak berpengaruh  positif dan signifikan sedangkan pendapat (opinions)  berpengaruh positif dan signifikan terhadap layanan pemesanan makanan berbasis daring selama pandemi Covid-19.

KATA KUNCI: AIO, Generasi Z, Layanan Pemesanan Makanan, Covid-19.

This study aims to determine the lifestyle of Generation Z that can be measured through their Interest and Opinion Activities (AIO) which have been influenced by technology when ordering food online during the Covid-19 pandemic. This study was conducted in Surabaya and Sidoarjo used a sampling technique in the form of purposive sampling with data collection instruments in the form of online questionnaires distributed using Google Form media. This research method is quantitative descriptive analysis, there are 100 respondents of Generation Z who have an age range of 10-25 years.  Multiple regression analysis was used to prove the hypothesis with the help of SPSS. The results of this study indicate that consumer activity and interest do not have a positive and significant effect, while opinions have a positive and significant effect on online-based food ordering services during the Covid-19 pandemic.

KEYWORDS: AIO, Generation Z, Food Ordering Services, Covid-19.