Determinant Of Purchase Intention on Online Menu Restaurant Through Organism Response (SOR) Model

Abstract

Various innovations are also being made by business actors in the restaurant sector. One of them is the improvisation to provide various online media to serve its consumers, especially in providing menus online. In Indonesia itself, various restaurants have also started the process of transforming to digital. Several large restaurants are currently providing menu offers online, either through their direct website or through various e-commerce media. However, many studies have focused on factors related to the adoption of an application's technology and the use of UTAUT's theory of technology adoption. While in this study, the factors that were seen focused on the Organism Response Model (SOR). This model focuses on two things in looking at the factors that affect the intensity of purchases, namely from the marketing side and the social side. The purpose of this research is to see both in terms of marketing and terms of what social factors can encourage people to have purchase intensity for online ordering services provided by service providers. From the survey results carried out, some factors encourage someone to desire food on the online menu, including the visualization of the menu, the information on the menu, and the perception of risk for COVID-19. These three things have a positive influence on consumer desires for the online menu they see. Furthermore, purchase intentions can be influenced by the consumer desire that already exists and the convenience of consumers in making food purchases online.