ANALISIS PENGARUH PERSEPSI HARGA DAN USER EXPERIENCE TERHADAP MINAT BELI PLATFORM GO-FOOD
DOI:
https://doi.org/10.25134/digibe.v3i2.317Keywords:
Persepsi Harga, User Experience, Minat Beli, Go-Food, Online Food Delivery, Price Perception, Purchase IntentionAbstract
PT GoTo Gojek Tokopedia Tbk meluncurkan aplikasi Gojek pada tahun 2010 sebagai layanan pemesanan ojek pertama di Indonesia, dan pada tahun 2015 memperkenalkan Go-Food sebagai layanan pesan-antar makanan secara daring. Berdasarkan data dari Tenggara Strategics (2022), Go-Food mendominasi pasar layanan pesan-antar makanan daring di Indonesia, dengan nilai transaksi tertinggi sebesar Rp30,65 triliun serta jumlah unduhan aplikasi yang paling tinggi dibandingkan kompetitornya, yakni Shopee Food dan Grab Food. Meskipun Go-Food menawarkan harga yang relatif lebih tinggi dibanding pesaingnya, jumlah transaksinya tetap tinggi. Fenomena ini menarik untuk diteliti lebih lanjut, khususnya apakah persepsi harga dan pengalaman pengguna (user experience) memiliki pengaruh terhadap minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga dan user experience terhadap minat beli pada platform Go-Food, baik secara parsial maupun simultan. Data dikumpulkan dari 111 pengguna Go-Food di wilayah Jabodetabek melalui kuesioner daring, serta melalui wawancara mendalam dengan 10 responden. Analisis dilakukan menggunakan metode regresi linear berganda. Hasil penelitian menunjukkan bahwa baik persepsi harga maupun user experience berpengaruh positif dan signifikan terhadap minat beli, baik secara parsial maupun simultan.
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