Pengaruh Usefulness dan Ease of Use terhadap Intention to Use dengan Sikap Konsumen sebagai Mediator pada Platform Online Food Delivery

Abstract

Platform online food delivery adalah salah satu marketplace yang banyak diminati di Indonesia. Hal ini disebabkan perilaku belanja baru pada konsumen yaitu belanja online. Sejak lima tahun silam transaksi e-commerce di Indonesia selalu meningkat. Namun, pada website mediakonsumen.com dan review google play store keluhan-keluhan konsumen mengenai penggunaan terhadap platform online food delivery masih sering ditemukan. Tujuan dari penelitian ini adalah menganalisis pengaruh perceived usefulness dan perceived ease of use terhadap intention to use dengan sikap konsumen sebagai variabel mediator pada platform online food delivery. Analisis deskriptif digunakan untuk mengetahui karakteristik konsumen. Untuk mengetahui pengaruh-pengaruhnya, peneliti menggunakan analisis metode structural equation modeling partial least square (SEM-PLS). Dari hasil analisis tersebut dapat diketahui bahwa perceived usefulness dan perceived ease of use dapat meningkatkan attitude toward using atau sikap konsumen dan attitude toward using dapat meningkatkan intention to use pada platform online food delivery. Selain itu, perceived ease of use dan perceived usefulness juga dapat meningkatkan intention to use atau niat menggunakan kembali jika melalui variabel mediator sikap konsumen. Oleh karena itu, variabel ini menjadi variabel mediasi full-mediation yang sangat berperan untuk memengaruhi niat konsumen dalam penelitian ini.

The online food delivery platform is one of the most popular marketplaces in Indonesia. The reason behind it is because of the new shopping behavior, namely online shopping. Since five years ago, e-commerce transactions in Indonesia has always increased. However, on the mediakonsumen.com website and Google Play Store reviews, consumer complaints against the using of online food delivery platform are still often found. The aim of this study is to analyze the effect of perceived usefulness and perceived ease of use on the intention to use consumer attitudes as a mediator variable on the online food delivery platform. Descriptive analysis was used to determine the characteristics of consumers. To find out the influencing effects, the researcher used the structural equation modeling method of partial least squares (SEM-PLS) analysis. From the results, it can be found that perceived usefulness and perceived ease of use can increase attitude toward using

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and attitude toward using can increase intention to use of onlone food delivery platform. Besides that, perceived usefulness and perceived ease of use can also increases intention to use if there is attitude toward using as a mediator variable. Therefore, in this study, attitude toward using variable becomes a full-mediation mediation variable that plays a very important role in influencing consumer intentions.