KEPUTUSAN PENGGUNAAN APLIKASI FOOD DELIVERY PADA PANDEMI COVID-19: PENGARUH CONSUMER REVIEW, EASE OF TRANSACTION, DAN CELEBRITY INFLUENCER
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Titik Winarti
Yessy Artanti
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.
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