ANTESEDEN PERILAKU MINAT KONSUMEN DALAM MENGGUNAKAN SISTEM LAYANAN PENGIRIMAN MAKANAN ONLINE DI SAMARINDA (E-SERVICE QUALITY SEBAGAI VARIABEL SECOND ORDER) --Ed. 1

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas layanan
secara elektronik, kualitas makanan, dan pengalaman pelanggan terhadap niat perilaku
melalui sikap dan kepuasan pada pengguna layanan pengiriman makanan secara online
di kota Samarinda. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan
metode path analysis yang diolah menggunakan SPSS Statistic 23 dan Structural
Equation Modelling (SEM) melalui software IBM AMOS 23. Sampel penelitian
berjumlah 175 responden yang merupakan pengguna layanan pengiriman makanan
secara online di Samarinda. Uji instrumen mencakup uji validitas, reliabilitas, estimasi,
serta structural model fit. Dari 15 hubungan antar variabel yang diuji, ditemukan bahwa
8 hipotesis berpengaruh signifikan dan 7 hipotesis tidak berpengaruh signifikan.
Hubungan yang signifikan meliputi kualitas layanan secara elektronik terhadap sikap,
pengalaman pelanggan terhadap sikap, persepsi harga terhadap kepuasan, kualitas
layanan secara elektronik terhadap niat perilaku, kualitas makanan terhadap niat perilaku,
pengalaman pelanggan terhadap niat perilaku, sikap terhadap kepuasan, serta kepuasan
terhadap niat perilaku.
Kata kunci: Persepsi Harga, Kualitas Layanan Elektronik, Kualitas Makanan,
Pengalaman Pelanggan, Niat Perilaku, Sikap, Kepuasan, Layanan Pengiriman Makanan
Online.v
ABSTRACT
This study aims to analyze the influence of price perception, electronic service quality,
food quality, and customer experience on behavioral intentions through attitude and
satisfaction among users of online food delivery services in Samarinda. A quantitative
approach is employed in this research, utilizing path analysis processed with SPSS
Statistic 23 and Structural Equation Modeling (SEM) with IBM AMOS 23 software. The
sample consists of 135 respondents who are users of online food delivery services in
Samarinda. Instrument testing includes validity, reliability, estimation, and structural
model fit tests. Out of 15 relationships tested between variables, 8 hypotheses were found
to have a significant influence, while 7 hypotheses were not significant. The significant
relationships include electronic service quality on attitude, customer experience on
attitude, price perception on satisfaction, electronic service quality on behavioral
intentions, food quality on behavioral intentions, customer experience on behavioral
intentions, attitude on satisfaction, and satisfaction on behavioral intentions.
Keywords: Price Perception, Electronic Service Quality, Food Quality, Customer
Experience, Behavioral Intentions, Attitude, Satisfaction, Online Food Delivery
Services.