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Advances in Social Sciences Research Journal – Vol.7, No.8
Publication Date: August 25, 2020
DOI:10.14738/assrj.77.8875.
Suyanto, A., & Darmawan, M. A. (2020). Analysis Consumer Preference In The Use of GoFood Services. Advances in Social Sciences
Research Journal, 7(8) 441-450.
Analysis Consumer Preference In The Use of GoFood Services
Ama Suyanto
School of Economic and Business,
Telkom University, Bandung, Indonesia.
Muhammad Adnan Darmawan
School of Economic and Business,
Telkom University, Bandung, Indonesia.
ABSTRACT
In this modern era, all activities can be carried out easily because of the
rapid technological progress. Technology really helps human needs and
can’t be separated from human lifestyles. The easy of technology and
communication that developed has changed the consumption patterns
of the people, especially in ordering online food delivery. Now people
tend to buy food through digital applications rather than cooking. The
highest frequency of food orders is dominated by the use of delivery as
much as 2.6 times a week.
This study aims to find out which combinations of attributes that make
GoFood choose by consumers, and to find out which attributes are the
most dominant. This research is a quantitative study with conjoint
analysis techniques. The results showed that the combination of
attributes were cheap prices, attractive promotions, safe security, fast
time & delivery and ease of payment using cash. The results of the study
also showed that the safety attribute was the most important attribute.
Keywords: Conjoint Analysis, Consumer Preference, GoFood, Online Food
Delivery.
INTRODUCTION
Rapid progress in the field of information technology is very influential in various aspects of human
life. One of them is how humans conduct transactions in the business world. The internet is a very
influential thing in this change. The internet is a global network that uses universal standards to
connect millions of different networks. The internet can dramatically reduce transaction costs and
agencies that most organizations face [1].
In 2018, the number of active internet users based on eMarketer data reached 123 million people,
almost half of the population in Indonesia. British research institute, Merchant Machine, released a
list of 10 (ten) countries with the fastest growing e-commerce in the world. Indonesia leads the
ranks of these countries with a growth of 78% in 2018.
The number of internet users in Indonesia, which is more than 100 million users, is one of the forces
driving e-commerce growth in Indonesia[2]. Along with the development of technology, marketing
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Advances in Social Sciences Research Journal (ASSRJ) Vol.7, Issue 8, August-2020
media products, and services penetrated mobile devices called M-Commerce. Mobile Commerce (M- Commerce) can be understood as electronic transactions and communications carried out using
mobile devices such as smartphones or tablets and generally using wireless connections[3].
The phenomenon of changes in shopping behavior of some people, from the initial diligence, to do
it in retail stores directly (offline), is now beginning to shift to shopping patterns through online
applications (online), increasingly assertive. Changes in lifestyle trends have also been a factor
driving domestic consumption last year. The Head of the Central Statistics Agency (BPS),
Suhariyanto, stated that the ease of technology and communication that has developed lately has
changed people's consumption patterns, especially about food. BPS sees now people tend to buy
food through digital applications rather than cooking[4].
Garick said that the highest frequency of ordering food was dominated by the use of delivery as
much as 2.6 times a week. Garick revealed the reason people use the food delivery service, which is
because they want to save time and energy to queue and wait [5].The presence of GoFood in
Indonesia made the food delivery service popular because of the characteristics of the lazy
Indonesian population and not all restaurants in Indonesia have a delivery service[6].Nadiem
Makarim said that the food delivery service (GoFood) and mobile payment (GoPay) contributed
more revenue than the GoRide service[7].Based on Gojek's internal data, GoFood's service is claimed
to be 4 (four) times greater than its competitors. Even the GoFood market share in Indonesia
reaches 75-80%[8].
Figure 1. Online Food Delivery Application User Data
Source : Business Perspective (2016).
Based on a survey conducted by Business Perspective in 2016 with 400 respondents. There are 182
respondents (45.50%) who only have a GoJek application to order food. This figure is very far
compared to the number of respondents who only have Grab applications and inhouse applications
from restaurants, respectively 4 and 9 respondents (1% and 3%). A total of 205 respondents (50%)
claimed to have various applications. But specifically, the majority of respondents claimed to use
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Suyanto, A., & Darmawan, M. A. (2020). Analysis Consumer Preference In The Use of GoFood Services. Advances in Social Sciences Research Journal, 7(8)
441-450.
URL: http://dx.doi.org/10.14738/assrj.78.8875 443
GoFood to order food. Which means that the number of GoFood users is greater than its
competitors[9].
Research objectives
1. To find out combinations of attributes that make gofood selected by consumers.
2. To find out attributes are the most dominant.
LITERATURE REVIEW
Marketing
Marketing is an activity in the economy that helps in creating value for customers and build strong
relationships to take value from customers as return[10] [11].
Marketing management
Marketing management is the activity of analyzing, planning, implementing, and controlling various
programs arranged in the formation, construction, and maintenance of profit generated from
transactions/exchanges through market targets to achieve corporate goals in the long term,
including goods, services, and ideas that depend on exchange with the aim of producing satisfaction
for the parties concerned[10] [12].
Services
Production services can be bound or not bound to a physical product. Services can be defined as any
action or action that can be offered by one party to another party which is basically intangible and
does not result in ownership of something[13].
Consumer behavior
Consumer behavior is a study that studies consumer actions and the processes used by consumers
when searching for purchases, uses, evaluations, and disposal of products, services, experiences, or
ideas to satisfy the needs and desires of consumers and the impact of these processes on consumers
[14] [15] [16].
Consumer preference
Consumer preference is an analysis of consumers of the goods or services they choose and they
want[17].
Four approaches in explaining how consumer preferences[18]:
1. The classical boundary approach
2. Indifferent curve approach
3. Reaveled preference approach
4. Attribute approach
This study uses attribute approach because GoFood services are related to attributes or
characteristics inherent in GoFood services.
The framework in this study was adopted from 3 previous studies conducted by [19] [20] [21]. However,
the research attributes that the authors use in this study do not cover the whole, only a few