Kepercayaan Konsumen dalam Membeli Makanan dan Minuman melalui Go-Jek Ketika Pandemi Covid-19
DOI:
https://doi.org/10.31004/jptam.v6i2.4643Keywords:
Cognitive-Based Trust, Affective-Based Trust, Aplikasi Layanan Pesan Antar Makanan, COVID-19Abstract
Penelitian ini bertujuan untuk mengidentifikasi faktor yang membentuk kepercayaan konsumen dalam membeli makanan dan minuman melalui Go-Jek ketika pandemi COVID-19, yang dimana telah merubah kebiasaan konsumsi masyarakat, dari secara tradisional in-store service menjadi online-to-offline delivery service. FDA, seperti Go-Jek, memungkinkan konsumen tetap dapat menikmati kuliner dari berbagai restoran tanpa harus keluar dari rumah. Namun, keterbatasan dalam melihat dan merasakan secara langsung, membuat kepercayaan konsumen menjadi hal yang krusial ketika berbelanja online, terutama ketika pandemi COVID-19. Penelitian ini menggunakan metode kualitatif deskriptif dan menggunakan konsep kepercayaan yang dikembangkan oleh McAlisster, yaitu cognitive-based trust dan affective-based trust. Hasil temuan penelitian menunjukkan bahwa konsumen mengembangkan alasan-alasan positif sebagai dasar terbentuknya cognitive-based trust dan affective-based trust terbentuk berdasarkan emosi, suasana hati dan perasaan konsumen ketika membeli makanan dan minuman melalui Go-Jek ketika pandemi COVID-19
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