Analisis Perilaku Konsumen Terhadap Adopsi Belanja Bahan Makanan Secara Online

VERONIKA DWIKA A, Ir. M.K. Herliansyah, S.T., M.T., Ph.D. IPM., ASEAN Eng.

2021 | Skripsi | S1 TEKNIK INDUSTRI

Belanja bahan makanan secara online akhir-akhir diminati oleh konsumen. Hal ini disebabkan karena pandemi COVID-19 yang melanda Indonesia. Belanja bahan makanan online menjadi pilihan yang aman untuk menghindari kerumunan massa. Keuntungan lain dari belanja bahan makanan online adalah dapat menghemat waktu dan memiliki banyak pilihan produk bahan makanan. Namun, adopsi bahan makanan online masih rendah. Penelitian terkait faktor-faktor yang mendorong adopsi belanja bahan makanan online banyak dilakukan untuk meningkatkan adopsi belanja bahan makanan online. Hal ini dilakukan untuk membantu pelaku bisnis dan e-commerce belanja bahan makanan online untuk meningkatkan fasilitas layanannya. Namun, penelitian terkait adopsi belanja bahan makanan belum pernah dilakukan di Pulau Jawa. Oleh sebab itu, penelitian ini dilakukan untuk membangun model adopsi belanja bahan makanan secara online terutama di Pulau Jawa yang dapat digunakan untuk pelaku bisnis dan e-commerce belanja bahan makanan online. Penelitian ini menggunakan model Technology Acceptance Model (TAM) sebagai model dasar dan menambahkan variabel-variabel eksternal untuk menjelaskan model dasar. Teknik pengolahan data menggunakan analisis statistik PLS-SEM. Data dikumpulkan melalui kuesioner yang disebarkan secara online. Sebanyak 236 responden ikut berpartisipasi dalam penelitian ini. Model penelitian untuk menjelaskan perilaku konsumen dalam mengadopsi belanja bahan makanan secara online dibangun menggunakan variabel-variabel pada model TAM dan menambahkan variabel visibility, subjective norm, product quality and freshness, dan perceived enjoyment. Hasil penelitian ini menunjukkan bahwa variabel-variabel model TAM dapat menjadi prediktor dari adopsi belanja bahan makanan secara online. Variabel perceived enjoyment dan product quality and freshness terbukti positif dan signifikan dapat memengaruhi adopsi belanja bahan makanan secara online. Sedangkan, variabel visibility dan subjective norm tidak ditemukan berpengaruhi dalam penelitian ini. Pelaku bisnis dan e-commerce belanja bahan makanan online diharapkan dapat menerapkan program layananan gratis ongkos kirim, cakupan layanan yang luas, evaluasi alur sistem layanan yang ditawarkan dan penyediaan informasi bahan makanan yang lengkap untuk meningkatkan tingkat adopsi konsumen belanja bahan makanan secara online.

Online grocery shopping has recently been in great demand by consumers. This is due to the COVID-19 pandemic that hit Indonesia. Online grocery shopping is a safe option to avoid the crowds. Another advantage of online grocery shopping is that it saves time and has a large selection of grocery products. However, online grocery adoption is still low. Research related to the factors that drive the adoption of online grocery shopping has been carried out to increase the adoption of online grocery shopping. This is done to help businesses and e-commerce shoppers shop for groceries online to improve their service facilities. However, research related to the adoption of food shopping has never been done in Java. Therefore, this study was conducted to build a model for the adoption of online grocery shopping, especially in Java, which can be used for businesses and e-commerce for online grocery shopping. This study uses the Technology Acceptance Model (TAM) as the basic model and adds external variables to explain the basic model. The data processing technique used PLS-SEM statistical analysis. Data were collected through questionnaires distributed online. A total of 236 respondents participated in this study. The research model to explain consumer behavior in adopting online grocery shopping was built using the variables in the TAM model and added the variables of visibility, subjective norm, product quality and freshness, and perceived enjoyment. The results of this study indicate that the TAM model variables can be predictors of the adoption of online grocery shopping. The variables perceived enjoyment and product quality and freshness are proven to be positive and can significantly influence the adoption of online grocery shopping. Meanwhile, the variable visibility and subjective norm were not found to have an effect in this study. Businesses and e-commerce online grocery shopping are expected to implement a free shipping service program, a wide range of services, evaluation of the service system flow offered and the provision of complete information on groceries to increase the level of consumer adoption of online grocery shopping.

Kata Kunci : Perilaku Konsumen Terhadap Adopsi Belanja Bahan Makanan Online, TAM, PLS-SEM, Pulau Jawa