Penggunaan Online Food Delivery (OFD) Untuk Belanja Pangan Mahasiswa Muhammadiyah Malang
DOI:
https://doi.org/10.32528/agribest.v9i2.3727Keywords:
Gaya Hidup, Karakteristik konsumen, Online food delivery, perilaku pembelianAbstract
Penggunaan online food delivery di kalangan mahasiswa atau Gen Z merupakan fenomena yang tidak dapat dihindari. Kemudahan dan kepraktisan yang ditawarkan oleh aplikasi OFD sangat sesuai dengan gaya hidup generasi ini yang serba cepat dan terhubung. Urgensi penelitian ini didasari oleh pesatnya pertumbuhan platform OFD di Indonesia, yang didorong oleh preferensi mahasiswa sebagai bagian dari Generasi Z terhadap kemudahan dan kecepatan. Penelitian ini bertujuan untuk mengidentifikasi gaya hidup konsumen yang menggunakan aplikasi OFD untuk belanja pangan, serta mengkaji sikap konsumen terhadap promotion, price value, perceived usefulness, ease of use, search of restaurants, variant of food choice, consumer buying behavior, dan continuance intention. Berdasarkan hasil analisis data, pengguna OFD (56% wanita, 49% usia 20, 52% dari Jawa Timur, 45% mahasiswa Teknik) menunjukkan preferensi belanja pangan yang mengutamakan kenyamanan, efisiensi waktu, harga/kualitas kompetitif, dan responsif promosi. Ditemukan hubungan signifikan antara search of restaurant dan customer buying behaviour, serta antara customer buying behaviour dan continuance intention (CR > 1,96). Ini berarti, pengalaman belanja yang baik mendorong penggunaan aplikasi berkelanjutan.
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