Analisis Perbandingan Kepuasan Konsumen Terhadap User Experience Aplikasi GrabFood dan GoFood di Masa Pandemi COVID-19

Abstract

Pemerintah membuat kebijakan yang menyebabkan kapasitas restoran tidak diperbolehkan penuh dan juga membuat masyarakat melakukan kegiatan pemesanan dan pengantaran makanan dari rumah guna menangani kasus COVID-19. Penggunaan food delivery menjadi aktivitas kedua terbesar yang dilakukan masyarakat selama pandemi COVID-19. Walaupun GrabFood dan GoFood merupakan food delivery dengan pengguna terbanyak dan paling lama berkembang di Indonesia, namun mereka masih memiliki keluhan-keluhan terkait aplikasi mereka. Tujuan dari penelitian ini adalah untuk menganalisis karakteristik konsumen, mengidentifikasi kepentingan konsumen terhadap user experience aplikasi food delivery, dan menganalisis perbandingan tingkat kepuasan konsumen terhadap user experience aplikasi GrabFood dan GoFood. Penelitian menggunakan metode analisis deskriptif, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), dan semantic differential. Hasil penelitian menyatakan terdapat 14 indikator dan tiga dimensi yang dinilai penting oleh konsumen, yaitu perspicuity, efficiency, dan dependability. Nilai tingkat kepuasan pengguna GrabFood 81,02%, sedangkan aplikasi GoFood sebesar 83,90%.

The government made policies that prevented restaurant capacity from being full and also made the community carries out food ordering and delivery activities from home in dealing with COVID-19 cases. The use of food delivery services being the second largest activity carried out by the community during the COVID-19 pandemic. Although GrabFood and GoFood applications are food delivery services that have the most users and the longest growing in Indonesia, they still have complaints about their applications. The purpose of this study is to analyze consumer characteristics, identify consumer importance in the user experience of food delivery services, and analyze the comparison of consumer satisfaction levels with the user experience of the GrabFood and GoFood applications. This research uses descriptive analysis method, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI) and semantic differential. The results of the study state that there are 14 indicators and three dimensions that are considered important by consumers, namely perspicuity, efficiency, and dependability. The value of the satisfaction level of GrabFood users is 81.02%, while the GoFood application is 83.90%.