Analysis of GoFood Service's Impact on Student Purchasing Behavior in Supporting MSMEs in the Digital Era
DOI:
https://doi.org/10.21009/ISC-BEAM.013.177Keywords:
GoFood Services, Student Purchasing Behavior, Micro, Small, and Medium Enterprises (MSMEs), Digital Era, Consumer EngagementAbstract
This research aims to analyze the influence of GoFood services on student purchasing
behavior in supporting Micro, Small, and Medium Enterprises (MSMEs) in the digital
era. Using an extended Technology Acceptance Model (TAM), this study evaluates the
relationship between GoFood service variables, support for MSMEs, the digital era as
mediating variables, and student purchasing behavior. This research employs a
quantitative method with closed questionnaires distributed to 101 students in East
Jakarta who actively use GoFood services. Data were analyzed using Partial Least
Square Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software. The
results show that the digital era plays an important role as a mediating variable in
strengthening the relationship between GoFood services and student purchasing
behavior. Directly, GoFood services do not have a significant influence on student
purchasing behavior, but through the digital era, its influence becomes significant.
Additionally, support for MSMEs has a significant influence on student purchasing
behavior, both directly and through digital era mediation. The digital era provides great
opportunities for MSMEs to increase student engagement as active consumers by
providing ease of access, efficiency, and data-driven promotions. However, the digital era
directly does not show a significant influence on student purchasing behavior, although
it still plays a role in creating a digital ecosystem that supports MSMEs. This research
concludes that the digital era is a key factor in driving students' purchasing behavior
towards MSME products through the Gojek application in the GoFood service feature.
Therefore, innovative digital service development strategies are needed to enhance
support for MSMEs. This research provides practical implications for MSME actors,
service providers like GoFood, and policymakers to strengthen the digital ecosystem that
supports the growth of MSMEs in Indonesia.
References
Adenovlin Bonivasya Sinaga, T. S. (2023). PENGARUH PROMOSI DAN GAYA
HIDUP TERHADAP KEPUTUSAN PEMBELIAN GO-FOOD DI KOTA
MEDAN. Journal of Multidisciplinary Research and Innovation(JMRI), 1, 69-76.
Retrieved from https://journal.lrpsu.or.id/index.php/jmri/article/view/44/41
Adha, S. (2022). AKTOR REVOLUSI PERILAKU KONSUMEN ERA DIGITAL:
SEBUAH TINJAUAN LITERATUR. ejournal UNIS, 31, 1-15. Retrieved from
https://ejournal.unis.ac.id/index.php/JIPIS/article/download/3286/1829/8485
Cecilia Yeo, F. H. (2023). ANALISIS CUSTOMER EXPERIENCE TERHADAP
REPURCHASE INTENTION DI APLIKASI SHOPEE (STUDI KASUS PADA
MAHASISWA STIE PEMBANGUNAN TANJUNGPINANG). Jurnal
Multidisiplin , 01, 1160-1164. Retrieved from https://ejournal.naureendigition.com/index.php/jam/article/download/231/341/1812
Christian Peukert, I. R. (2022). Digitization, Prediction, and Market Efficiency:
Evidence from. Research Gate, 1-18.
Country Commercial Guide. (2024, 01 09). Indonesia - Financial Services (Financial
Technology). Retrieved from trade.gov: https://www.trade.gov/countrycommercial-guides/indonesia-financial-services-financialtechnology#:~:text=future%20has%20set%20the,digital%20platforms.%20The
se%20platforms
Davit Marikyan, &. S. (2023). Technology Acceptance Model. Theory Hub, 1-17.
Derinta Entas, N. M. (2024). How Go-Food by GOJEK Apps work on consumer
purchase decisions. International Journal of Applied Sciences in Tourism and
Events, 8(1), 37-44. doi:http://dx.doi.org/10.31940/ijaste.v8i1.37-44
Dijk, J. A. (2017). Digital Divide: Impact Of Access. researchgate. Retrieved from
https://www.researchgate.net/publication/314732108_Digital_Divide_Impact_of_
Access
Djoko Hananto, N. L. (2024). PERILAKU GENERASI MILENIAL DALAM
MENGGUNAKAN APLIKASI GO FOOD DI TANGERANG SELATAN. jurnal
wicida, 28. doi:10.46984/sebatik.v26i2.2132
Dodi Setiawan Riatmaja, s. w. (2024). Digital Enterpreneur, Mengukir Kesuksesan
Dalam Era Digital (1 ed.). (Y. Fransisca, Ed.) ANDI. Retrieved from
https://books.google.co.id/books?hl=id&lr=&id=bpv5EAAAQBAJ&oi=fnd&pg=
PP1&dq=buku+Digital+Marketing+dan+enterpreneur&ots=caFQjzhshi&sig=T
Ex6jSxSRdVHumAD6RzJotYJKbI&redir_esc=y#v=onepage&q&f=false
Dwi Sartika, M. U. (2024). Fenomena Penggunaan E-Commerce terhadap Perilaku
Konsumsi. Jurnal Ilmu Sosial dan Humaniora, 2, 335-350.
Endri Haryati, T. S. (2024, Juli 5). UMKM MARKETING STRATEGY IN THE ERA
OF DIGITALIZATION STRATEGI PEMASARAN UMKM DI ERA
DIGITALISASI. JURNAL INTELEK INSAN CENDIKIA, 1. Retrieved from
JURNAL INTELEK INSAN CENDIKIA:
https://jicnusantara.com/index.php/jiic/article/download/745/844/4018#:~:text=1
0.%20Through%20the%20use,increase%20brand%20exposure%20and
Erwin Panigoro, Y. H. (2023). The Impact of Digital Communication on Online
Purchasing. JURNAL KOMUNIKASI INDONESIA, 12. doi:
10.7454/jkmi.v12i2.1197
Fahrul Ardani, M. R. (2023). PEMANFAATAN LAYANAN APLIKASI GOFOOD
SEBAGAI STRATEGI PEMASARAN DIGITAL PADA UMKM RAWONSAE.
Communnity Development Journal, 4, 13108-13112. Retrieved from
https://journal.universitaspahlawan.ac.id/index.php/cdj/article/view/23612/1662
6
Faris, H. (2024, Agustus 24). Transformasi Digital: Tren dan Tantangan di Era
Teknologi Informasi. Retrieved from telkom university:
Generation Z and Millennials’ food-sharing behaviour: a cross-generational analysis of
motivations, satisfaction and behavioural intention. (2024). British Food Journal,
126, 207-2025. doi: 10.1108/BFJ-10-2023-0899
Generation Z and Millennials’food-sharing behaviour: a cross-generational analysis of
motivations, satisfaction and behavioural intention. (2024). British Food Journal,
126, 207-225. doi:10.1108/BFJ-10-2023-0899
GOJEK. (2022, )ctober 26). Komunitas Partner GoFood Terbukti Dorong UMKM
Kuliner Semakin Cakap Digital dan Naik Kelas. Retrieved from GOJEK:
Hidayat Liu, W. B. (2022, April 26). The technology trends that could turbocharge
Indonesia’s economy. Retrieved from McKinsey & Company:
Juliana, T. N. (2019, April 9). ANALISIS PENGARUH SERVICE QUALITY, FOOD
QUALITYDAN PERCEIVED VALUESEBAGAI PREDIKTOR CUSTOMER
SATISFACTIONPADA RUMAH MAKAN AMPERA BANDUNG. Jurnal
Ilmiah Maksitek, 4, 1-15. Retrieved from
https://makarioz.sciencemakarioz.org/index.php/JIM/article/view/72/71
Junida, A. I. (2022, JUNI 15). Mayoritas pengguna layanan pesan-antar makanan
millenial dan Gen Z. (B. Situmorang, Editor) Retrieved from ANTARA:
Kumbara, V. B. (2021, Mei). DETERMINASI NILAI PELANGGAN DAN
KEPUTUSAN PEMBELIAN: ANALISIS KUALITAS PRODUK, DESAIN
PRODUK. Jurnal Ilmu Manajemen Terapan, 2(5), 604.
Kusumatriawan, A. J. (2021). . Technology Acceptance Model (TAM). e-journal.uajy, 1-
28. Retrieved from https://e-journal.uajy.ac.id/25801/3/170323836%202.pdf
Kusumatriawan, A. J. (2021, JULI 12). Technology Acceptance Model (TAM). Retrieved
from e-journal.uajy: https://e-journal.uajy.ac.id/25801/3/170323836%202.pdf
Kusumawardhani, S. (2022). Survei Persepsi & Perilaku Konsumsi. Asset Tenggara.
Retrieved from https://asset.tenggara.id/assets/source/fileresearch/OFD/Tenggara_Strategics_-_2022_OFD_Research_-_Presentation.pdf
Lahagu, M. K., & Lahagu, S. (2024). Online Food Ordering Information System Using
the Good Food Application Sistem Informasi Pemesanan Makanan Online
Dengan. journal of Applied Science Engineering, 1. Retrieved from
https://journal.alshobar.or.id/index.php/pondasi/article/download/233/184/860
Lassefrianti, A. S. (2023). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI
JUMLAH PEMBELIAN PRODUK LAPIS MINANG NANTIGO. Jurnal Kajian
Pendidikan Ekonomi dan Ilmu Ekonomi, VII.
Meitasari, D. F., & Sinduwiatmo, K. (2024). Persepsi Konsumen terhadap Kualitas
Layanan Online. Journal Communication Science, 1, 89-99. Retrieved November
1, 2024, from
https://journal.pubmedia.id/index.php/converse/article/download/2854/2865/537
9
