Factors Affecting Generation Z's Behavioral Intention to Use ShopeeFood as an Online Food Delivery Service in Malang City
DOI:
https://doi.org/10.61973/apjisdt.v10124.1Keywords:
Behavioral Intention, Generation Z, Malang City, Online Food Delivery, ShopeeFoodAbstract
The growth of information technology has triggered a transformation in consumer behavior towards Online Food Delivery (OFD) services in Indonesia. OFD service providers need to improve their service quality to compete with other OFD providers. Interestingly, most users of online food delivery (OFD) services belong to Generation Z. As a student city with a significant population of Generation Z, Malang is a key market for OFD services. ShopeeFood, an OFD service launched by Shopee in 2021, has gained considerable popularity in Malang. This study aims to analyze the factors that influence Generation Z's behavioral intention in using OFD services in Malang City, using ShopeeFood as the case study. This research method employs a quantitative approach, utilizing Structural Equation Modeling (SEM), to analyze the data. Data were collected through an online questionnaire distributed to Generation Z users of ShopeeFood in Malang City, with a total of 357 respondents. The results of data analysis using PLS-SEM indicate that convenience motivation, post-usage usefulness, and attitude towards OFD services have a positive and significant influence on Generation Z's behavioral intention to use ShopeeFood. This study suggests that OFD companies should focus on enhancing post-use benefits and user convenience to increase user satisfaction and maintain their market share.
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