PERAN E -SERVICE QUALITY DAN POSITIVE E_WOM DALAM MENGUKUR INTENTION TO USE PADA APLIKASI SHOPEE FOOD
DOI:
https://doi.org/10.36595/misi.v6i1.670Keywords:
e-service quality, positive e-WOM, intention to use, dan online food deliveryAbstract
Tingginya konsumsi masyarakat terhadap layanan online food delivery menciptakan persaingan yang ketat antar penyedia layanan aplikasi. Hasil survey menemukan bahwa terjadi peningkatan penggunaan layanan online food delivery sebesar 20% pada era pandemi Covid-19. Ketatnya persaingan tersebut menuntut layanan online food delivery memberikan kualitas pelayanan yang terbaik. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan positive e-WOM terhadap intention to use aplikasi online food delivery di Kabupaten Banyumas. Penelitian ini dilakukan dengan menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Teknik yang digunakan dalam pengambilan sampel menggunakan metode purpossive sampling yang melibatkan 100 orang responden dengan kriteria usia minimal 17 tahun, berdomisili di wilayah Banyumas, serta telah menjadi pengguna aplikasi online food delivery minimal 1 bulan. Pengambilan data menggunakan kuesioner dengan skala likert 1 sampai 5 yang didistribusikan melalui Google Form.. Hasil penelitian menunjukkan bahwa variabel e-service quality berpengaruh positif signifikan terhadap positive e-WOM dan variabel positive e-WOM berpengaruh positif signifikan terhadap intention to use. Sehingga, untuk meningkatkan intention to use pada aplikasi online food deliivery di Kabupaten Banyumas dapat melalui peningkatan e-service quality dan positive e-WOM.
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