ANALYSIS OF FACTORS AFFECTING REPURCHASE INTENTION ON GRABFOOD ONLINE FOOD DELIVERY SERVICE APPLICATIONS

Authors: Anisa Lathofia & Adhi Prasetio

ABSTRACT

The increasing trend of buying food through application services is predicted to continue to increase. This means that consumers still intend to purchase through the applications they have used before. However, currently, there are a lot of online food delivery applications available in Indonesia, so consumers will find it easier to switch to other applications. Therefore, GrabFood needs to continue to increase repurchase intention for grabfood consumers in Indonesia.

This study aims to determine consumer perceptions and analyze factors that are predicted to influence repurchase intention in the GrabFood online food delivery service application in Indonesia. From the findings, it is hoped that it will benefit GrabFood to take the proper steps in fulfilling desires and attracting consumers to repeat purchase. The method in this study is quantitative with descriptive research type processed with IBM Statistics SPSS 25 software and causal with the analysis technique used is PLS-SEM processed using SmartPLS 3.0 software, by conducting hypothesis testing.

The results of this study, based on 320 respondents who meet the criteria, show that consumer perceptions of GrabFood are good and moderate. In addition, this study shows that four of the six hypotheses are accepted, namely, each of the variables effort expectancy, perceived usefulness, social influence, and trust have a positive and significant effect on repurchase intention. Meanwhile, information quality has no positive and significant effect, and perceived risk has no negative and significant impact on repurchase intention.

Suggestions for GrabFood based on this research, GrabFood needs to improve in terms of offering effort expectancy, usability, social influence, and trust to increase consumer repurchase intention and improve the quality of information and risk prevention for better consumer perceptions of GrabFood.

Keywords: Effort Expectancy, Perceived Usefulness, Repurchase Intention, Social Influence, Trust.

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