Persaingan Platform Digital Layanan Pesan-Antar Makanan di Provinsi DKI Jakarta

Abstract

The food delivery service industry, namely GoFood, GrabFood, and Shopee Food, is facing fierce competition due to the implementation of PPKM policies, especially in DKI Jakarta Province. The performance has triggered an increase in the use of digital platforms due to the availability of various choices for consumers, thus requiring companies to provide superior service attributes compared to their competitors. This study aims to identify consumer characteristics, the buying decision process, the level of interest and customer satisfaction, and the positioning that formed. The method of determining the sample is non-probability sampling with the type of convenience sampling. Processed by descriptive analysis, Customer Satisfaction Index (CSI), radar diagram, one-way ANOVA difference test, Importance Performance Analysis (IPA), and biplot. The characteristics of majority of users is student. The results of this study indicate that the three companies are still at a satisfactory level for the quality of services, so they still need improvement. Meanwhile, based on consumer perceptions, GoFood emphasizes the formal aspects of drivers such as attention to neatness of clothes and are friendly to consumers, GrabFood on service processes that have health protocol standards, and Shopee Food as a digital platform with affordable service prices.