PENGARUH CONSUMPTION VALUES TERHADAP PURCHASE INTENTION PENGGUNA FITUR GROUP ORDER PADA APLIKASI ONLINE FOOD-DELIVERY

WINDA KHAIRUNNISA, ., (2026) PENGARUH CONSUMPTION VALUES TERHADAP PURCHASE INTENTION PENGGUNA FITUR GROUP ORDER PADA APLIKASI ONLINE FOOD-DELIVERY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan ekosistem digital di Indonesia mendorong berkembangnya fitur group order pada aplikasi pesan-antar makanan seperti GrabFood, GoFood, dan ShopeeFood, yang memungkinkan pengguna memesan makanan secara bersama dalam satu transaksi. Penelitian ini bertujuan menganalisis pengaruh consumption values (functional, emotional, social, dan epistemic value) terhadap self-identity dan purchase intention pengguna fitur group order, dengan self-identity diposisikan sebagai variabel prediktor langsung terhadap purchase intention. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data dikumpulkan secara cross-sectional dari 210 responden berusia 18–35 tahun di wilayah Jabodetabek melalui kuesioner daring, dipilih dengan teknik purposive sampling, dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa keempat dimensi consumption values berpengaruh positif dan signifikan terhadap self-identity, dengan epistemic value sebagai prediktor terkuat, serta berpengaruh positif dan signifikan terhadap purchase intention, dengan social value sebagai prediktor paling dominan. Namun, self-identity tidak terbukti berpengaruh signifikan secara langsung terhadap purchase intention, yang mengindikasikan bahwa niat penggunaan lebih ditentukan oleh nilai konsumsi yang dirasakan langsung dan situasional. Sebagai implementasi konseptual, penelitian ini turut menghasilkan rancangan prototype aplikasi group order bernama Bareng App. *** The growth of Indonesia's digital ecosystem has driven the development of group order features on online food delivery platforms such as GrabFood, GoFood, and ShopeeFood, which allow users to place shared orders within a single transaction. This study aims to analyze the influence of consumption values (functional, emotional, social, and epistemic value) on self-identity and purchase intention among group order users, with self-identity positioned as both a mediating variable and a direct predictor of purchase intention. This research employed a quantitative approach with a causal associative design. Data were collected cross-sectionally from 210 respondents aged 18–35 in the Jabodetabek area through an online questionnaire, selected using purposive sampling, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that all four consumption values dimensions have a positive and significant effect on self-identity, with epistemic value as the strongest predictor, and on purchase intention, with social value as the most dominant predictor. However, self-identity was not found to significantly and directly affect purchase intention, indicating that usage intention is driven more by directly perceived, situational consumption values. As a conceptual implementation, this study also produced a group order application prototype named Bareng App.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Diena Noviarini, MMSi 2). Meta Bara Berutu, S.E., M.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Winda Khairunnisa .
Date Deposited:	19 Aug 2026 04:23
Last Modified:	19 Aug 2026 04:23
URI:	http://repository.unj.ac.id/id/eprint/71796

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