Electronic Theses and Dissertation

CONTINUOUS USAGE INTENTION PADA APLIKASI PENGIRIMAN MAKANAN (APM) SELAMA MASA COVID – 19: STUDI DI KOTA BANDA ACEH
RAEYAN KASVI
2001202010081
Magister Manajemen Fakultas Ekonomi dan Bisnis
Universitas Syiah Kuala, Banda Aceh
Abstrak: Penelitian ini menganalisis pengaruh langsung penggunaan Aplikasi Pengiriman Makanan (APM) atau Online Food Delivery (OFD) yang ditinjau dari segi desain yaitu design aesthetic appeal dan design aesthetic formality terhadap continuous usage intention atau penggunaan secara berkelanjutan dengan menggunakan teori PAD (pleasure, arousal, dan dominance) sebagai mediasi pada masa COVID-19. Kuesioner diberikan kepada para pengguna APM di Kota Banda Aceh dan berhasil memperoleh 180 kusioner. Berdasarkan analisis SEM aesthetic formality mempengaruhi continuous usage intention secara langsung namun aesthetic appeal tidak. Hasil penelitian menunjukkan design aesthetic appeal berpengaruh secara langsung terhadap pleasure dan dominance namun tidak berpengaruh secara langsung terhadap arousal. Design aesthetic formality berpengaruh langsung terhadap pleasure dan dominance namun tidak berpengaruh secara langsung terhadap arousal. Hasil penelitian juga menunjukkan bahwa dominance berpengaruh langsung terhadap continuous usage intention, namun pleasure dan arousal tidak berpengaruh secara langsung terhadap continuous usage intention. Hasil selanjutnya pleasure, arousal, dan dominance tidak ada yang mampu memediasi aesthetic appeal terhadap continuous usage intention. Hasil yang sama juga diperoleh pada mediasi pleasure dan arousal terhadap design aesthetic formality terhadap continuous usage intention, kedua variabel tersebut tidak mampu memediasi design aesthetic formality terhadap continuous usage intention. Namun hal yang berbeda terjadi pada variabel dominance, dominance mampu memediasi design aesthetic formality terhadap continuous usage intention pada aplikasi pengiriman makanan di Kota Banda Aceh. Sehingga implikasi dari penelitian ini adalah aesthetic formality berpengaruh dan signifikan terhadap continuous usage intention, maknanya jika sebuah perusahaan ingin membuat sebuah aplikasi pengiriman makanan maka yang harus lebih diperhatikan adalah keteraturan, terorganisir dan dapat digunakan secara mudah (user-friendly).
Kata Kunci: Aplikasi Pengiriman Makanan, Pleasure-Arousal-Dominance, Continuous usage intention.

CONTINUOUS USAGE INTENTION IN ONLINE FOOD DELIVERY (OFD) DURING COVID-19: CASE STUDY IN BANDA ACEH RAEYAN KASVI 2001202010081 Department of Management, Faculty of Economics and Business, Syiah Kuala University, Indonesia Abstract: This study analyses the direct effect of using Online Food Delivery (OFD) in terms of design, namely design aesthetic appeal and design aesthetic formality on continuous use intention or sustainable use using PAD theory (pleasure, arousal, and dominance). as a mediation during the COVID-19 period. Questionnaires were given to OFD users in Banda Aceh City and managed to obtain 180 questionnaires. Based on SEM analysis, aesthetic formality affects the continuous usage intention but the aesthetic appeal does not. The results show that the aesthetic appeal of design has a direct effect on pleasure and dominance, but does not directly effect on arousal. Design aesthetic formality has a direct effect on pleasure and dominance but has no direct effect on arousal. The results also show that dominance has a direct effect on continuous usage intention, but pleasure and arousal have no direct effect on continuous usage intention. The subsequent results of pleasure, arousal, and dominance were not able to mediate the aesthetic appeal to continuous usage intention. The same results were also obtained on the mediation of pleasure and arousal of design aesthetic formality on continuous usage intention, the second variable was not able to mediate the formality of design aesthetics on continuous usage intention. However, something different happened to the dominance variable, dominance was able to mediate the formality of aesthetic design with continuous usage intention in Online Food Delivery in Banda Aceh City. So, the result from this research, aesthetic formality has an effect and is significant on continuous usage intention, meaning that if a company wants to make a food delivery application, it must be organized very well and it should be easy to use (user-friendly) for users. Keywords: Online Food Delivery (OFD), Pleasure-Arousal-Dominance, Continuous use intention.