The Effects of Price Perceptions, Food Quality, and Menu Variations on Ordering Decisions and Their Impact on Customer Loyalty in Online Culinary Products

Rahayu Lestari, Tiara Pradani, Kumba Digdowiseiso

Abstract


This study aims to investigate whether perceptions of price, quality of food, and menu variations have a significant effect on ordering decisions and their impact on customer loyalty in online culinary products among Millennials. Our study put more emphasize on improving the ordering decisions and consumer loyalty in culinary businesses. We utilize a Purposive Sampling technique, with as many as 100 respondents using proportional random sampling. The analytical method used is statistical-partial least squares by incorporating SPSS Version 24.00 and SmartPLS 3.0 software. The results showed that price perception had an insignificant effect on ordering decisions. In addition, food quality had a positive and significant effect on ordering decisions. Meanwhile, menu variations produced an insignificant effect on ordering decisions. Similarly, menu variations showed an insignificant effect on ordering decisions. Price perception had a positive and significant effect on customer loyalty, while both food quality and menu variations had an insignificant effect on customer loyalty. Ordering decisions had a positive and significant effect on customer loyalty.


Keywords


price perceptions; food quality; menu variations; ordering decisions; customer loyalty; online culinary products

Full Text:

PDF

References


Davis, B., Lockwood, A., Alcott, P., & Pantelidis, I. S. (2018). Food and beverage management. Routledge.

Diansyah, D., & Putera, R. M. (2017). Pengaruh Ekuitas Merek Dan Promosi Penjualan Terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian. Media Ekonomi Dan Manajemen, 32(2).

Engel, K.-H., Takeoka, G. R., & Teranishi, R. (1995). Foods and food ingredients produced via recombinant DNA techniques: an overview.

Fergian, R., & Amarul, A. (2016). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Persepsi Harga Terhadap Loyalitas Pelanggan Roti Bakar 88 Kota Serang. Sains Manajemen, 2(2).

Gaman, P. M., & Sherrington, K. B. (1996). The science of food. Routledge.

Griffin, J. (2003). Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan, Alih Bahasa: Dr. Dwei Kartini Yahya, Penerbit Erlangga, Jakarta.

Gumelar, K. T., Waluyo, H. D., & Suryoko, S. (2016). Pengaruh Kualitas Pelayanan, Variasi Menu, Dan Harga Terhadap Keputusan Pembelian. Jurnal Ilmu Administrasi Bisnis, 5(1), 164–173.

Halimah, W., Hidayat, N., & Fidhyallah, N. F. (2021). Pengaruh Kualitas Makanan, Nilai yang Dirasakan, dan Promosi terhadap Kepuasan Pelanggan Layanan Pemesanan Makanan Online Pizza Pesan Antar. Jurnal Bisnis, Manajemen, Dan Keuangan-JBMK, 2(2), 325–335.

Hidayatullah, S., Waris, A., & Devianti, R. C. (2018). Perilaku generasi milenial dalam menggunakan aplikasi Go-food. Jurnal Manajemen Dan Kewirausahaan, 6(2), 240–249.

Jones, P., Clarke‐Hill, C., Shears, P., & Hillier, D. (2001). Retailing organic foods. British Food Journal.

Kotler, Philip, & Armstrong, G. (2015). Marketting an introducing. Pearson Prenctice Hall. New Jersey.

Kotler, Philip, & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson.

Kotler, Phillip, & Keller, K. L. (2016). Marketing Management 15th Global edition (Global). Harlow: Pearson Education Limited.

Kusumadewi, R. (2019). The Role of Marketing and Individual Environment Association in Elevating the Customer Value. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 2 (4): 451-460.

Nusjirwan, Regen, R., and Nardo, R. (2020). The Role of Service Quality and Trust in Building Customer Satisfaction and Loyalty. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (4): 4059-4069.

Meinar Paramita, W., Rembeth, J. D., Assauri, S., & Alif, M. G. (2010). Strategi Pemasaran Sepeda Gazelle Memasuki Pasar Sepeda Indonesia.

Mustaqim, M., & Amboningtyas, D. (2017). Pengaruh Variasi Makanan, Pelayanan, dan Atmosfer terhadap Kepuasan Pelanggan di RM. Borobudursemarang. Journal of Management, 3(3).

Potter, N. N., & Hotchkiss, J. H. (2012). Food science. Springer Science & Business Media.

Rangkuti, F. (2009). Mengukur Efektivitas Program Promosi & Analisis Kasus Menggunakan SPSS. PT Gramedia Pustaka Utama.

Rifa’i, F. (n.d.). Pengaruh Kualitas Layanan, Lokasi dan Variasi Menu Terhadap Keputusan Pembelian Pada Warung Makan Airin Kebumen.

Rizkiyah, P., Kanom, K., Wijaya, S. R., & Iswati, R. (2021). Pengaruh Kualitas Makanan dan Kepuasan Wisatawan terhadap Loyalitas Wisatawan di Kawasan Ekonomi Khusus (KEK) Mandalika. Jurnal Akademi Pariwisata Medan, 9(2), 115–131.

Romdonny, J., and Rosmadi, M.L.N. (2019). Factors Affecting Customer Loyalty in Products. Budapest International Research and Critics Institute-Journal (BIRCI-Journal Vol 2 (1): 337-343.

Stillman, L. C. L. and D. (2003). When Generations Collide. Harper Business. https://www.harperbusiness.com/book/9780066621074/When-Generations-Collide-Lynne-C.-Lancaster-and-David-Stillman/

West, B. B., Wood, L., & Harger, V. P. (2006). Food Service in Intuitions. New York: John Willey and Sons. Inc.

Yuswohady. (2016). Millennial Trends 2016. https://www.yuswohady.com/2016/01/17/millennial-trends-2016/




DOI: https://doi.org/10.33258/birci.v5i1.3754

Article Metrics

Abstract view : 417 times
PDF - 271 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.