Pengaruh Billboard Effect Dari Platform Pengiriman Makanan Daring Terhadap Minat Makan Di Tempat
DOI:
https://doi.org/10.46576/bn.v9i1.8098Kata Kunci:
Online Food Delivery, Dine-in Intention, Billboard Effect, MMQH, Customer Satisfaction.Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh dimensi kualitas layanan digital Reliability, Assurance, dan Maintenance of Meal Quality and Hygiene (MMQH) serta faktor psikologis Altruism terhadap Customer Satisfaction, Repurchase Intention, dan Dine-In Intention pada layanan Online Food Delivery (OFD). Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 213 pengguna OFD dan dianalisis menggunakan Structural Equation Modeling (SEM) melalui AMOS 22. Hasil penelitian menunjukkan bahwa reliability, assurance, dan MMQH berpengaruh positif signifikan terhadap customer satisfaction. Selain itu, altruism dan customer satisfaction terbukti meningkatkan repurchase intention. Temuan lainnya mengungkap bahwa customer satisfaction dan repurchase intention berpengaruh positif terhadap dine-in intention, yang menegaskan bahwa penggunaan OFD dapat memunculkan billboard effect yang mendorong kunjungan langsung ke restoran. Penelitian ini memberikan kontribusi pada literatur pemasaran digital melalui pemahaman baru mengenai hubungan antara kualitas layanan, nilai prososial, dan perilaku konsumen, serta menawarkan implikasi praktis bagi restoran dan platform OMDPs dalam meningkatkan kualitas layanan dan strategi pemasaran.
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