Determinan intensi membeli produk cloud kitchen di Jakarta
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Abstract
Online food delivery has emerged as a highly popular alternative among the public due to its convenience. This behavior has motivated companies to develop cloud kitchens. However, the factors influencing customers’ online food ordering intentions have become highly complex. Therefore, this study aims to examine the influence of celebrity endorsers and electronic word of mouth (e-WOM) on the purchase intention of a specific cloud kitchen brand in Jakarta. The variable of celebrity endorsers will be identified through three dimensions: attractiveness, trustworthiness, and expertise. The sample for this study consists of 113 respondents who have either purchased the product in Jakarta or intend to do so within the next three months. This study analyzes the data using Partial Least Square–Structural Equation Modeling (PLS-SEM) through SmartPLS software. The study concludes that attractiveness and e-WOM have a positive and significant impact on purchase intention, whereas trustworthiness and expertise do not have a significant impact on purchase intention. The findings of this study are expected to provide companies with valuable insights into the effectiveness of celebrity endorser strategies and the impact of e-WOM on the purchase intention of their products.
Pemesanan makanan secara online telah menjadi sebuah alternatif yang sangat digemari oleh masyarakat karena kemudahannya. Perilaku tersebut memotivasi perusahaan untuk mengembangkan cloud kitchen, yaitu bisnis kuliner yang hanya melayani melalui pengiriman. Namun, faktor-faktor yang dapat memengaruhi intensi pelanggan untuk memesan makanan secara online (purchase intention) menjadi sangat kompleks karena platform pemesanan makanan secara online menawarkan makanan dan minuman dari berbagai merek. Oleh sebab itu, penelitian ini ingin mengkaji pengaruh celebrity endorser dan electronic word of mouth (e-WOM) terhadap intensi membeli (purchase intention) salah satu merek cloud kitchen di Jakarta. Variabel celebrity endorser akan diidentifikasi melalui 3 dimensi, yaitu daya tarik, kepercayaan, dan keahlian. Sampel penelitian ini sebanyak 113 responden yang pernah membeli produk tersebut di Jakarta ataupun berminat untuk membelinya dalam 3 bulan ke depan. Penelitian ini menganalisis data dengan metode Partial Least Square–Structural Equation Modeling melalui software SmartPLS. Penelitian ini menyimpulkan bahwa daya tarik dan e-WOM berpengaruh positif dan signifikan terhadap intensi membeli, sementara kepercayaan dan keahlian tidak berpengaruh signifikan terhadap intensi membeli. Hasil penelitian ini diharapkan dapat memberikan informasi kepada perusahaan mengenai efektivitas strategi celebrity endorser dan pengaruh e-WOM terhadap intensi membeli produk tersebut.
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