Hasil Pencarian  ::  Simpan CSV :: Kembali

"Gojek dan Grab merupakan perusahaan online food delivery application dengan pangsa pasar terbesar di Indonesia. Dengan pelayanan mereka yang canggih dan kehadiran teknologi Artificial Intelligence (AI) yang revolusioner, keduanya telah berhasil mendominasi pangsa pasar terbesar di negara ini. Melalui penerapan AI, Gojek dan Grab mampu memberikan pengalaman pemesanan makanan online yang lebih nyaman dan efisien bagi pengguna mereka. Teknologi AI ini memungkinkan mereka untuk menyediakan rekomendasi makanan yang tepat, mempercepat proses pengiriman, serta meningkatkan kepuasan pelanggan secara keseluruhan. AI memiliki peranan yang sangat penting dalam menyediakan pengalaman konsumen yang lebih baik, yang dapat memperkuat hubungan antara konsumen dan merek serta menjadi diferensiasi merek tersebut. Dalam penelitian ini yang didasarkan pada model stimulus-organisme-respons, penelitian ini mengkaji pengaruh AI terhadap brand preference untuk layanan online food delivery di Indonesia. Metode Structural Equation Modeling Partial Least Square digunakan untuk menganalisis 320 responden yang diperoleh dari survei kuesioner. Hasil penelitian menunjukkan bahwa AI marketing efforts memiliki dampak yang signifikan terhadap brand experience, brand preference, dan repurchase intention. Secara khusus, personalization, information, dan accessibility dalam upaya pemasaran AI terbukti berpengaruh terhadap brand experience. Temuan ini akan membantu perusahaan aplikasi online food delivery dalam merancang kegiatan pemasaran AI dan merumuskan strategi pemasaran yang lebih baik.

---

Gojek and Grab are online food delivery application companies with the largest market share in Indonesia. With their sophisticated services and the presence of revolutionary Artificial Intelligence (AI) technology, both of them have succeeded in dominating the largest market share in this country. Through the implementation of AI, Gojek and Grab are able to provide a more convenient and efficient online food ordering experience for their users. This AI technology allows them to provide the right food recommendations, speed up the delivery process, and increase overall customer satisfaction. AI has a very important role in providing a better consumer experience, which can strengthen the relationship between consumers and brands and differentiate the brand. In this study, which is based on the stimulus-organism-response model, this study examines the effect of AI on brand preference for online food delivery services in Indonesia. The Structural Equation Modeling Partial Least Square method was used to analyze 320 respondents obtained from a questionnaire survey. The results of the study show that AI marketing efforts have a significant impact on brand experience, brand preference and repurchase intention. In particular, personalization, information, and accessibility in AI marketing efforts have proven to have an effect on brand experience. These findings will help online food delivery application companies design AI marketing activities and develop better marketing strategies."

"Penelitian ini berfokus pada penggunaan model Stimulus Organism Response (SOR) untuk menganalisis pengaruh karakteristik platform terhadap loyalitas perilaku konsumen pada food delivery applications. Ekspektasi yang tinggi dari pengguna platform food delivery applications kepada pedagang makanan di platform tersebut tidak berbanding lurus dengan kemampuan literasi digital para pelaku usaha mikro di bidang kuliner selama proses migrasi dari convenience store ke platform digital. Penelitian sebelumnya terkait pengaruh karakteristik platform terhadap loyalitas pelanggan menggunakan model SOR dalam konteks platform yang berbeda, disisi lain penelitian terkait aplikasi food delivery applications pada penelitian sebelumnya didominasi oleh penggunaan kerangka teori yang berbeda. Penelitian ini menggunakan perspektif Stimulus-Organism-Response (SOR) pada food delivery applications (Platform to Consumer) dengan pengembangan variabel organism menggunakan mediasi perceived value dan customer satisfaction. Unit analisis penelitian ini adalah individu berusia 14–35 tahun yang pernah membeli produk kuliner UMKM skala mikro melalui food delivery applications dengan 276 responden dan pengolahan data menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan bahwa system quality dan customization berpengaruh pada perceived value dan customer satisfaction. Perceived value dan customer satisfaction mempengaruhi loyalitas perilaku konsumen. Pedagang UMKM golongan usaha mikro perlu memperhatikan kualitas makanan dan menyesuaikan produknya dengan keinginan pelanggan pada food delivery applications.

---

This study focuses on using the Stimulus Organism Response (SOR) model to analyze the influence of platform characteristics on customer loyalty intention in food delivery applications. High expectations from food delivery application users to food merchants on the platform are not directly proportional to the digital literacy capabilities of micro business actors in the culinary field during the migration process from convenience stores to digital platforms. Previous studies related to the influence of platform characteristics on customer loyalty with the SOR model in the context of different platforms and studies related to food delivery applications in previous studies were dominated by the use of different theoretical frameworks. This research uses a Stimulus-Organism-Response (SOR) perspective on food delivery applications (Platform to Consumer) with the development of the organism variable using perceived value and satisfaction mediation. The unit analysis of this research is individuals aged 14–35 years who have purchased micro-scale SME culinary products through the food delivery applications with 276 respondents and data processing with Structural Equation Modeling (SEM). Results show that system quality and customization have an effect on perceived value and customer satisfaction. Perceived value and customer satisfaction affect customer loyalty intention. SME merchants need to pay attention for food quality and customize it to the customer's wishes on food delivery applications platform."