Application Of The Utaut Method To Customer Purchase Intention Toward Online Food Delivery Services: Case Study Of Gofood

Abstract

This study investigates the factors influencing customer purchase intentions in the context of online food delivery services, specifically focusing on the popular platform GoFood. The UTAUT model integrates four essential constructs: Performance Expectancy, Effort Expectancy, Social Influence, and Attitude toward Go-Food and Trust, which are relevant to online food delivery. The research data was collected through a Google Form questionnaire with 207 respondents. The research seeks to provide valuable insights into various factors influencing customer decisions when engaging with online food delivery services and how these factors may differ or align with the UTAUT Model. Additionally, the research may inform strategic decisions for GoFood and similar platforms, helping them enhance user experiences, build trust, and ultimately increase customer satisfaction and purchase intentions. Based on the results of data analysis, it is found that Social Influence, Effort Expectancy, Performance Expectancy, and Trust did not have positive and significant effect on Online Purchase Intention. Attitude Toward GoFood had positive and significant effect on Online Purchase Intention. Trust had positive and significant effect on Performance Expectancy and Effort Expectancy. Social Influence had positive and significant effect on Attitude toward GoFood. Effort Expectancy and Performance Expectancy did not have positive and significant effect on Attitude toward GoFood.