FACTORS INFLUENCING COFFEE SHOP ENTREPRENEUR’ INTENTION USING SHOPEE PARTNER APPLICATION

Fitri Yutika

Authors

Fitri Yutika Institut Teknologi dan Bisnis Sabda Setia

Keywords:

Coffee Shop, Online Food Delivery, Shopee Partner, UTAUT, Entrepreneurs' Behavioral Intention

Abstract

Technological developments in marketing are a great opportunity for entrepreneurs to carry out business activities such as Coffee Shop. One of the innovations currently in development is Online Food Delivery service. ShopeeFood is an online food delivery service that connects buyers with food and beverage sellers through the Shopee Partner application. This study aims to determine the factors that influence the intention of Coffee Shop entrepreneurs using Shopee Partner application with Unified Theory of Acceptance and Use of Technology (UTAUT) theory. The research was conducted to 50 Coffee Shops in Pontianak City by distributing questionnaires. Data were analyzed using the Structural Equation Modeling method with SmartPLS software. The results of the study show that Effort Expectancy and Facilitating Conditions have a significant influence on shaping of Coffee Shop entrepreneurs' intentions to adopt the Shopee Partner application. It shows that Coffee Shop entrepreneurs in Pontianak City prioritize the level of ease of using Shopee Partner application and other supporting resources. Performance Expectancy and Social Influence variables did not affect the intentions of Coffee Shop entrepreneurs as they do not view digital transformation as an opportunity that provides benefits and less responsive to social factors that used and need online food delivery services.

Downloads

Download data is not yet available.

References

C. Hong, H. (Hailey) Choi, E. K. (Cindy) Choi, and H. W. (David) Joung, “Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic,” J. Hosp. Tour. Manag., vol. 48, no. April, pp. 509–518, 2021, doi: 10.1016/j.jhtm.2021.08.012.

M. Cho, M. A. Bonn, and J. (Justin) Li, “Differences in perceptions about food delivery apps between single-person and multi-person households,” Int. J. Hosp. Manag., vol. 77, pp. 108–116, Jan. 2019, doi: 10.1016/J.IJHM.2018.06.019.

F. L. Octaviani, “ANALISIS PERSAINGAN PLATFORM DIGITAL LAYANAN PESAN-ANTAR MAKANAN DI PROVINSI DKI JAKARTA,” IPB University, 2022. [Online]. Available: https://repository.ipb.ac.id/handle/123456789/113037

R. Wangsadinata, C. Geraldine, and A. Aprilia, “Pengaruh Technology Acceptance Model (Tam), Perceived Enjoyment, Dan Perceived Risk Terhadap Behavioral Intention …,” vol. 7, no. 2, pp. 104–114, 2021, doi: 10.9744/jmhot.7.2.104.

A. T. Sudarsono and M. Rum, “Faktor-faktor yang Mempengaruhi Keputusan Pembelian Kopi pada Kedai Sehari Sekopi Sidoarjo,” Agriscience, vol. 2, no. 2, pp. 408–427, 2021, doi: 10.21107/agriscience.v2i2.11937.

V. Venkatesh, J. Y. L. Thong, and X. Xu, “Venkatesh_Thong_Xu_MISQ_forthcoming (GENDER AGE EXPERIENCE),” MIS Q., vol. 36, no. 1, pp. 157–178, 2012.

Sugiyono. "Metode Penelitian Kuantitatif, Kualitatif dan R & D". CV. Alfabeta. 2016.

Ghozali, I. "Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS)" Edisi 4. Semarang: Badan Penerbit Universitas Diponegoro. 2014.

Hair Jr., J.F., Black, W.C., Babin, B.J., & Anderson, R.E. "Multivariate Data Analysis: A Global Perspective". 7th Edition. Upper Saddle River: Pearson Education. 2011.

A. A. Alalwan, Y. K. Dwivedi, and N. P. Rana, “Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust,” Int. J. Inf. Manage., vol. 37, no. 3, pp. 99–110, Jun. 2017, doi: 10.1016/J.IJINFOMGT.2017.01.002.

N. Shaw and K. Sergueeva, “The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value,” Int. J. Inf. Manage., vol. 45, pp. 44–55, Apr. 2019, doi: 10.1016/J.IJINFOMGT.2018.10.024.

A. A. Alalwan, “Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse,” Int. J. Inf. Manage., vol. 50, no. February 2019, pp. 28–44, 2020, doi: 10.1016/j.ijinfomgt.2019.04.008.

H. Gunawan, B. L. Sinaga, and W. P. Sigit Purnomo, “Assessment of the readiness of micro, small and medium enterprises in using E-money using the unified theory of acceptance and use of technology (UTAUT) method,” Procedia Comput. Sci., vol. 161, pp. 316–323, 2019, doi: 10.1016/j.procs.2019.11.129.

M. Rahman, I. Ismail, and S. Bahri, “Analysing consumer adoption of cashless payment in Malaysia,” Digit. Bus., vol. 1, no. 1, p. 100004, 2020, doi: 10.1016/j.digbus.2021.100004.

J. Lu, “Are Personal Innovativeness and Social Influence Critical to Continue with Mobile Commerce?,” Internet Res., vol. 24, no. June, 2014.