Pengaruh nilai konsumsi terhadap niat beli pada aplikasi pengantar makanan di Bandar Lampung dengan mediasi media sosial
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Abstract
The use of food delivery applications indicates that Indonesia is one of the largest markets in Southeast Asia. However, the majority of businesses in this sector face challenges that threaten their development and growth. Among the various issues encountered, a key focus lies in enhancing consumers' purchase intention through the utilization of digital technology. This study aims to examine the influence of consumption values—namely functional value, conditional value, and social value—on purchase intention in online food delivery applications, with social media as a mediating variable. A non-probability sampling method with purposive sampling approach was used in this research. Instrument to collect the data was by distributing questionnaires via Google Form. 219 respondents were successfully collected with 216 respondents meeting the research criteria. Data testing and analysis was carried out by using PLS-SEM. The R-squared value shows that 67% of the variation that occurs in the dependent variable can be explained by the independent variable. The results of the study indicate a significant influence of the direct relationship between functional value and conditional value on purchase intention. Social value and functional value also have a significant influence on purchase intention, with social media as a mediator.These findings highlight the importance of the relationship between consumption value dimensions and social media in shaping consumers' purchase intentions.
Penggunaan aplikasi pengantar makanan menunjukkan Indonesia sebagai salah satu pasar terbesar di Asia Tenggara, tetapi sebagian besar pelaku usaha menghadapi masalah yang mengancam perkembangan dan pertumbuhan mereka. Dari berbagai masalah yang dihadapi, salah satu fokus utama adalah bagaimana meningkatkan niat beli konsumen dengan memanfaatkan teknologi digital. Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh nilai konsumsi yakni nilai fungsional, nilai kondisional dan nilai sosial terhadap niat beli pada aplikasi pengantar makanan online dengan mediasi media sosial. Metode pengambilan sampel yang digunakan adalah non-probabilitas dengan pendekatan purposive sampling. Instrumen pengumpulan data dilakukan dengan menyebarkan kuesioner melalui Google Form. Sebanyak 219 responden berhasil dikumpulkan, dengan 216 responden memenuhi kriteria penelitian. Pengujian dan analisis data dilakukan menggunakan PLS-SEM. Nilai R-squared menunjukan bahwa 67% variasi yang terjadi pada variabel dependen dapat dijelaskan oleh variabel independen. Hasil penelitian menunjukkan adanya pengaruh signifikan hubungan langsung nilai fungsional dan nilai kondisional terhadap minat beli. Nilai sosial dan nilai fungsional juga berpengaruh signifikan terhadap minat beli, dengan media sosial sebagai mediator. Temuan ini menunjukan penting hubungan dimensi pada nilai konsumsi dan media sosial dalam mempengaruhi pilihan niat beli konsumen.
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