An Analysis of Go-Food, Grabfood, and Shopeefood Utilization To Improve Customer Loyalty On Home-Based Business Owners in Tangerang City
An Analysis of Go-Food, Grabfood, and Shopeefood Utilization To Improve Customer Loyalty On Home-Based Business Owners in Tangerang City
An Analysis of Go-Food, Grabfood, and Shopeefood Utilization To Improve Customer Loyalty On Home-Based Business Owners in Tangerang City
3 (2021)
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Erni Hernawati
erni.hernawati@stiemnc.ac.id
Sekolah Tinggi Ilmu Ekonomi Media Nusantara Cipta
ABSTRACT
Introduction
and paired sample test.The problem formulation of this research is how the effect of
selling price, total orders and duration of operating hours on the restaurant
businessincome in Tangerang city and is there a difference in consumer loyalty after
and before using the Gofood, Grabfood and Shopeefood application services for
restaurant business owners in the city of Tangerang. This research aimed to determine
the selling price, total orders and duration of operating hours affect customer loyalty
on the restaurant business owners in the Tangerang city and to discover whether the
differences of the consumer loyalty level after and before using the Gofood, Grabfood
and Shopeefood applications.
Research Method
This research took place in Tangerang city, Karawaci.In the last few years, Tangerang
city has continued to increase the economic activities so the society activities have
increased. The simplicity and fastness to fulfill food intake are things that are needed
by the Tangerang city society. They like things that are fast, easy and practical.The
object of this research is restaurant business owners who apply the Go-Food, GrabFood
and ShopeeFood applications in Karawaci. This researchapplies a descriptive
quantitative approach with systematic researchcomposedamong parts, phenomena
and relationships contained in the object of research.The data sources are primary data
from respondents and secondary data from various food merchant applications. The
data collection techniquesof this research were questionnaires, interviews, and direct
observation.The population is restaurant business owners in the Tangerang city who
are listed in the "nearest" in the food merchant application. They are classified as
Indonesian food and Chinese food that sells main course. The researchers applied
purposive sampling method by determining special characteristics, namely: a) the
distance of the sample from the research place is less than 1.5 km; b) the sample is
Indonesian food and Chinese food that sells main course; and c) the owner has a
permanent place to trade. The researchers found 54 samples from 201 populations as
research objects.The dependent variable in this research is the consumer loyalty of
restaurant business owners who use Gofood, Grabfood and Shopeefood application.
Meanwhile the independent variables are the selling price, total orders and
duration.The analysis technique is multiple linear analysis and paired-sample test. The
multiple linear analysis was conducted to determine the effect of price, total orders
and duration of operating hours on consumer loyalty of restaurant business owners in
PRIMANOMICS : JURNAL EKONOMI DAN BISNIS - VOL. 19. NO. 3 (2021)
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Tangeran city. The paired-sample test was conducted to determine the consumer
loyaltydifference of restaurant business owners in Tangerang city after and before
using the Gofood, Grabfood and Shopeefood applications. The regression model
equation is as follows:
Y=β0+β1x1+β2x2+β3x
Description:
Y = consumer loyalty
β0 = constant coefficient
β1, β2, β3 = regression coefficient X1= selling price
X2= Total order
X3= Duration operating hours
Rp10.000 10 18,5%
Rp12.000 13 25,0%
AUTHORS / PRIMANOMIS : JURNAL EKONOMI DAN BISNIS - VOL. 19. NO. 3 (2021)
Rp15.000 24 44,4%
Rp18.000 7 12,1%
Table 4. showed the questionnaire results of the average income of restaurant business
owners in the Tangerang city. The highest frequency was>IDR 7,000,000 with 19
respondents (36%). The lowest frequency was IDR 5,000,001 with 5 respondents (9%).
In Table 4., the highest average income was> IDR 7,000,000. It is because the restaurant
business owners sell related to the public demand. In addition, the restaurants’
operating hours are relatively long so it affects the number of food orders received.
The enhancement of the food orders will affect the high income that will be obtained
by restaurant owners. The regression analysis test was conducted to strengthen the
respondents’ data. It is conducted to determine the effect of two or more predictor
variables (independent variables) on one criterion variable (dependent variable) or to
prove a functional relationship between two independent variables (X) or more with a
dependent variable (Y). There is a linear relationship between two or more
independent variables in this research, involves selling price (X1), total orders (X2) and
operating hours (X3) with the dependent variable is consumer loyalty (Y). The
following results were obtained:
Table 5. Multiple Linear Regression Results
Variable Coefficien T Sig Explanation
Konstan t
-3102940 -22.48141 0.0000
Harga 144.016 18.54096 0.0100 Signifikan
JumlahOrder 97126.47 23.9707 0.0000 Signifikan
LamaJam 2491.791 2.05312 0.0293 Signifikan
Operasional
Fhitung 1366.381
Sig.F 0
R
R Square 0.987949
Data source processed 2021
When the price, total orders and duration of operating hours are 0, then the income of
restaurant business owners in Tangerang citywas -3102940. Furthermore, the
regression coefficient of the price (X1) was 144.016. The coefficient was positive on
AUTHORS / PRIMANOMIS : JURNAL EKONOMI DAN BISNIS - VOL. 19. NO. 3 (2021)
consumer loyalty. The price variable (X1) had a significant value of 0.01 <0.05.
Itshowed that the price variable (X1) significantly affects consumer loyalty. The
regression coefficient of the total orders (X2) was 97126.47. The coefficient was positive
on consumer loyalty. The increasing number of orders affects the growthof consumer
loyalty. The variable total orders (X2) had a significant value of 0.00 < 0.05. It shows
thatthe variable totalorder (X2) significantly affects consumer loyalty. The regression
coefficient of the duration of operating hours (X3) was 2491,791. The coefficient was
positive on consumer loyalty. When the length of operating hours increases, the
customer loyalty will also increase. The variable duration of operating hours (X3) had
a significant value of 0.029 < 0.05. Itshowed that the variable duration of operating
hours (X3) significantly affects the consumer loyalty. Then, the researcher conducted
the Paired Sample T-Test to compare the average of the two groups. The paired sample
is a sample with the same subject but received two different actions or measurements,
before and after the actions. It aimed to determine the difference in consumer loyalty
of restaurant business owners after and before using the Go-Food, Grabfood and
ShopeeFood applications.
Table 6.The Paired Sample Test Result of Loyalty Test for Restaurant Business
Owners in Tangerang City
Pair1 Mean Std. Std. Error
Sig. T Df
Sesudah- Deviation Mean (2-
Sebelum tailed)
3.13444E5 1.18026E5 16061.32697 17.891 53 .000
consumers in Tangerang city. The T-countresultof the paired sample test was 17.891.
The T-count value > T-table valueswas 2.006. It can be concluded that there are
differences of consumer loyalty of restaurant business owners in the city of Tangerang
after and before using the Gofood, Grabfood and Shopeefood applications. The
researchers suggestedseveral useful suggestions for restaurants in Tangerang city.
These suggestions include:
a) The government is expected to assist and support the technology and
information development so it can be utilized by the society, especially micro
and medium enterprises in Tangerang. It is useful for increasing productivity
and benefiting the society welfare.
b) The government needs to conduct counseling to assist people utilizing the
sophistication of technology and information. It is expected to increase the
ability of independent businesses for small communities. The advances of
technology and information is expected to use by business people, especially
small, micro and medium enterprises who have small capital to develop their
businesses.
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