Pengaruh Halal Awareness, Promosi dan Kualitas Layanan Terhadap Keputusan Penggunaan Fitur Food Delivery di Aplikasi Ojek Online Pada Masyarakat Muslim di Jawa Timur

The Influence of Halal Awareness, Promotion and Service Quality On Decisions To Use the Food Delivery Feature in Online Motorcycle Taxi Applications for Muslim Communities in East Java

Satuan data dari Kementerian Agama Republik Indonesia di tahun 2022 menyatakan masyarakat muslim di Jawa Timur terdapat 40.179.566 juta jiwa. Dengan jumlah masyarakat muslim yang mendominasi memberikan peluang yang cukup besar terhadap potensi penjualan makanan dan minuman halal. Salah satu dampaknya yaitu mereka melakukan pembelian melalui aplikasi ojek online yang kian maju dengan dibarengi teknologi digital dan internet. Maka tujuan penelitian ini untuk mengetahui pengaruh dari halal awareness, promosi dan kualitas layanan terhadap keputusan penggunaan food delivery di aplikasi ojek online. Penelitian ini menggunakan metode analisis yaitu Partial Least Square (PLS) dengan alat bantu aplikasi software SmartPLS 4. Temuan penelitian ini menunjukkan bahwa halal awareness tidak berpengaruh secara positif dan signifikan terhadap keputusan penggunaan fitur food delivery di aplikasi ojek online sedangkan promosi dan kualitas layanan berpengaruh secara positif dan signifikan terhadap keputusan penggunaan fitur food delivery di aplikasi ojek online.

Kata Kunci: Halal awareness, promosi, kualitas layanan, food delivery dan aplikasi ojek online

The data unit from the Ministry of Religion of the Republic of Indonesia in 2022 stated that there were 40,179,566 million Muslims in East Java. With the number of Muslim communities that dominate, it provides a considerable opportunity for the potential sale of halal food and beverages. One of the impacts is that they make purchases through online motorcycle taxi applications that are increasingly advanced accompanied by digital technology and the internet. So the purpose of this study is to determine the effect of halal awareness, promotion and service quality on decisions to use food delivery in online motorcycle taxi applications. The findings of this study indicate that halal awareness does not have a positive and significant effect on the decision to use the food delivery feature in the online motorcycle taxi application, while promotion and service quality have a positive and significant effect on the decision to use the food delivery feature in the online motorcycle taxi application.

Keywords: Halal awareness, promotion, service quality, food delivery and online motorcycle taxi application