Keywords
informasi menu
persepsi risiko COVID-19
keinginan untuk makan
minat beli
How to Cite
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh daya tarik menu visual, informasi menu, persepsi risiko COVID-19, keinginan untuk makan, minat beli. Pengujian model dan hipotesis dilakukan dengan menggunakan sampel 250 responden dengan populasi yang pernah memesan makanan secara online di Indonesia. Adapun teknik pengambilan sampel yang digunakan yaitu purposive sampling. Metode PLS-SEM dikembangkan untuk menguji hipotesis penelitian yang diolah menggunakan SmartPLS Versi 4. Variabel yang digunakan dalam penelitian ini antara lain daya tarik menu visual, informasi menu, persepsi risiko COVID-19, keinginan untuk makan, minat beli. Variabel-variabel ini membentuk empat hipotesis. Berdasarkan hasil penelitian diketahui bahwa daya tarik menu visual berpengaruh terhadap keinginan untuk makan, sedangkan informasi menu berpengaruh positif terhadap keinginan untuk makan. Persepsi risiko COVID-19 berpengaruh positif terhadap keinginan untuk makan. Keinginan untuk makan berpengaruh positif terhadap minat beli.
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