Online Food Delivery: Pengaruh Faktor Adopsi Teknologi, Kepercayaan Digital dan Kepuasan Terhadap Penggunaan Kembali

Sieni Wijaya, Ryovaldi Tirta Kusuma, Bayu Hardianto


Studi ini bertujuan untuk mengukur pengaruh faktor-faktor seperti persepsi kemudahan, persepsi kemanfaatan, dan kepercayaan digital terhadap kepuasan pengguna layanan online food delivery (OFD), serta dampak kepuasan pengguna terhadap intensi penggunaan kembali layanan. Penelitian dilakukan dengan menggunakan metode kuantitatif dimana data survey dengan 308 pengguna layanan OFD yang dianalisis dengan menggunakan teknik analisis SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi kemudahan, persepsi kemanfaatan, dan kepercayaan digital berpengaruh signifikan terhadap kepuasan pengguna layanan OFD, dan kepuasan pengguna berpengaruh signifikan terhadap intensi penggunaan kembali layanan. Dampak teoretis dari temuan ini adalah memberikan kontribusi dalam pengembangan dan pengujian kembali teori-teori penerimaan teknologi dan kepuasan pelanggan, terutama dalam konteks layanan OFD. Sedangkan dampak managerial dari temuan ini adalah para penyedia layanan OFD dapat menggunakan temuan ini sebagai acuan dalam mengembangkan strategi bisnis dan meningkatkan kualitas layanan mereka.


adopsi teknologi, online food delivery, kepercayaan digital, TAM

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