Adopsi Online Food Delivery (OFD) pada Usaha Mikro Kecil (UMK) Kuliner dengan Pendekatan Innovation Resistance Theory (IRT)

Abstract

Salah satu tren digital yang tengah berkembang di Indonesia adalah penggunaan layanan online food delivery (OFD) oleh usaha mikro kecil (UMK) di sektor kuliner. Platform OFD memberikan kesempatan bagi UMK untuk menjangkau pasar yang lebih luas dan meningkatkan efisiensi bisnis. Penelitian ini bertujuan untuk meneliti faktor-faktor yang memengaruhi resistensi UMK kuliner di Kota Bogor terhadap adopsi teknologi OFD dengan menggunakan kerangka teori innovation resistance theory (IRT). Dalam penelitian ini, beberapa faktor resistensi yang dianalisis mencakup barrier penggunaan (usage barrier), barrier nilai (value barrier), barrier risiko (risk barrier), barrier tradisi (tradition barrier), barrier biaya (cost barrier), serta pengaruh persepsi terhadap tren (perceived trend). Populasi penelitian adalah UMK kuliner di Kota Bogor yang telah atau belum menggunakan OFD, dengan jumlah UMKM makanan dan minuman sebanyak 1.054 unit. Berdasarkan perhitungan rumus Slovin dengan margin of error 5%, ditentukan 290 responden sebagai sampel yang dipilih melalui purposive sampling. Pengumpulan data dilakukan secara langsung dan daring menggunakan kuesioner. Analisis menggunakan metode SEM-PLS menunjukkan bahwa seluruh variabel dalam model penelitian berpengaruh signifikan terhadap niat penggunaan layanan Online food delivery (OFD). Hambatan fungsional (usage, value, dan risk barrier), hambatan psikologis (tradition dan image barrier. Sebaliknya, dua variabel dari faktor lingkungan, yaitu competitive pressure dan perceived trend, perceived financial cost menunjukkan pengaruh signifikan positif, mengindikasikan bahwa tekanan persaingan, kesadaran terhadap tren digital, persepsi biaya mendorong UMK untuk mengadopsi layanan OFD. Temuan ini memberikan beberapa implikasi manajerial, antara lain pentingnya mengurangi hambatan psikologis dan ekonomi yang dihadapi UMK dalam mengadopsi teknologi OFD. Penyedia layanan OFD dapat menyesuaikan layanan sesuai kebutuhan operasional UMK serta meningkatkan edukasi terkait manfaat dan keamanan layanan OFD, yang pada gilirannya dapat mempercepat penerimaan teknologi ini di kalangan UMK kuliner dan mendukung pertumbuhan ekonomi lokal.

One of the emerging digital trends in Indonesia is the use of online food delivery (OFD) services by Micro and Small Enterprises (MSEs) in the culinary sector. OFD platforms provide opportunities for MSEs to reach a broader market and improve business efficiency. This study aims to investigate the factors influencing the resistance of culinary MSEs in Bogor City to adopt OFD technology, using the framework of innovation resistance theory (IRT). The study analyzes several resistance factors, including usage barrier, value barrier, risk barrier, tradition barrier, cost barrier, and perceived trend. The population of this research consists of culinary MSEs in Bogor City, both those that have adopted OFD and those that have not. Based on data from the Bogor City Health Department (2023), there are 1,054 food and beverage MSEs. Using the Slovin formula with a 5% margin of error, a sample of 290 respondents was selected through purposive sampling. Data were collected both online and offline using questionnaires. Data were analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method to evaluate the relationship between the identified variables and the level of resistance to OFD adoption. The results indicate that Functional barriers comprising usage, value, and risk barriers as well as psychological barriers, namely tradition and image barriers, exhibit a significant negative influence on usage intention. Conversely, two environmental factors, namely competitive pressure and perceived trend, along with perceived financial cost, demonstrate a significant positive influence. This finding suggests that competitive pressure, awareness of digital trends, and perceived financial cost can serve as motivating factors for micro and small enterprises (MSEs) to adopt OFD services. These findings have several managerial implications, including the importance of reducing psychological and economic barriers faced by MSEs in adopting OFD technology. OFD providers are encouraged to tailor their services to match the operational needs of MSEs and to enhance education on the benefits and security of OFD services. This, in turn, can accelerate technology acceptance among culinary MSEs and support local economic growth.