Application Of The Utaut Method To Customer Purchase Intention Toward Online Food Delivery Services: Case Study Of Gofood
Abstract
This study investigates the factors influencing customer purchase intentions in the
context of online food delivery services, specifically focusing on the popular
platform GoFood. The UTAUT model integrates four essential constructs:
Performance Expectancy, Effort Expectancy, Social Influence, and Attitude toward
Go-Food and Trust, which are relevant to online food delivery. The research data was
collected through a Google Form questionnaire with 207 respondents. The research
seeks to provide valuable insights into various factors influencing customer
decisions when engaging with online food delivery services and how these factors
may differ or align with the UTAUT Model.
Additionally, the research may inform strategic decisions for GoFood and similar
platforms, helping them enhance user experiences, build trust, and ultimately
increase customer satisfaction and purchase intentions. Based on the results of data
analysis, it is found that Social Influence, Effort Expectancy, Performance
Expectancy, and Trust did not have positive and significant effect on Online
Purchase Intention. Attitude Toward GoFood had positive and significant effect on
Online Purchase Intention. Trust had positive and significant effect on Performance
Expectancy and Effort Expectancy. Social Influence had positive and significant
effect on Attitude toward GoFood. Effort Expectancy and Performance Expectancy
did not have positive and significant effect on Attitude toward GoFood.
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