Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Putri Dhika Savitria, Diah Krisnatuti, Sufrin Hannan

Judul : The Effect of Innovation and Marketing Mix Toward Brand Image and Usage Decision in Online Food Delivery Services Industry

Abstrak :
Online food delivery service (OFD) is created as a service innovation that combines the usage of technology and electronic systems. Many brand present caused increasingly fierce competition between similar companies in one industry due to wider customers alternative selection. OFD companies need to implement innovation and a marketing mix to create a strong brand image. This study aims to analyze the effect of innovation and marketing mix on usage decisions through brand image through the development of five hypotheses. Data were collected by distributed online questionnaires to 292 respondents with 15 brands of OFD services that have been used in the last three months. Data analysis used the Structural Equation Modeling (SEM) method with Lisrel 8.80 software and descriptive analysis with SPSS ver 25.. The results showed that the marketing mix had a significant effect on brand image, and the innovation and marketing mix had a significant effect on usage decisions. Meanwhile, innovation has no significant effect on brand image and brand image has no significant effect on the decision to use an online food delivery service. The implication of this study is to improve marketing strategies by expanding the coverage area and developing innovations by creating a different uniqueness from the competitors.

Keywords Brand Image; Innovation; Marketing Mix; Services; Usage Decision

Tahun : 2020 Media Publikasi : Jurnal Nasional Terakreditasi A

Kategori : Jurnal No/Vol/Tahun : 2 / 9 / 2020

ISSN/ISBN : P-ISSN : 2252-8997 / E-ISSN: 2615-2010

PTN/S : IPB University Program Studi : MANAJEMEN

Bibliography :
1. Atashfaraz, M., & Abadi, M.H.H. (2016). Impact of E-Service Ä°nnovation on Brand Equality and Customer Loyalty in Samsung International Corporation. Procedia Economics and Finance, 36, 327-335.

2. Anjani, H.D., Irham. Waluyati, L.R. (2018). Relationship of 7P Marketing Mix and Consumers Loyalty in Traditional Markets. Agro Ekonomi, 29(2), 261-273.

3. Aulia, D., & Briliana, V. (2017). Brand Equity Dimension and Consumer Behavior in Social Media. South East Asia Journal of Contemporary Business, Economics, And Law, 13(2), 15-24.

4. Bastaman, A., & Mufti, R. (2017). The Influence of Marketing Mix and Service Quality on Corporate Reputation and its Impact on Repurchase Decision. Management Scientific Journal, 7(2), 183-197.

5. Cho, E., & Kim, S. (2015). Cronbach’s Coefficient Alpha: Well Known but Poorly Understood. Organizational Research Methods, 18(2), 207-230.

6. Chandra, I.R. (2015). The Impact of Marketing Mix Elements toward Brand Equity through Brand Awareness and Brand Image as Mediators in Bakery Industry in Indonesia. iBuss Management, 3(2), 341-350.

7. Ganzer, P.P., Chais, C., & Olea, P. M. (2017). Product, Process, Marketing and Organizational Ä°nnovation in Industries of the Flat Knitting Sector. Innovation and Management Review, 14(4), 321-332.

8. Hanaysha, J., & Abdullah, H.H. (2015). Product Innovation as A Key Success Factor to Build Sustainable Brand Equity. Management Science Letters, 5(6), 567-576.

9. Kim, M.S., & Jahye, K. (2018). Linking Marketing Mix Elements to PassionDriven Behavior Toward a Brand: Evidence from the Foodservice Ä°ndustry. International Journal of Contemporary Hospitality Management, 30(10), 3040-3058.

10. Kotler, P., & Armstrong, G. (2004). Principles of Marketing 10th ed. New Jersey: Pearson Prentice Hall.

11. Kushwaha, G.S., & Agrawal, S.R. (2015). An Indian Customer Surrounding 7P's of Service Marketing. Journal of Retailing and Consumer Services, 22, 85-95.

12. Lahindah, L., Merisa, & Siahaan, R.A. (2018). The Ä°nfluence of Product Ä°nnovation and Service Quality to Buying Decision and the Ä°mpact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technology Management, 11(2), 118-124.

13. Lee, T. (2019). Gojek Says Ä°ts Leading in Indonesia’s Food Delivery Market. Retrieved from https://techinasia.co m/gojek-leading-indonesias-online-f ood-delivery-market.

14. Mubarok, M.M (2018). The Effect of Brand Ä°mage and Consumer Attitudes on the Decision to Purchase Batik Jetis Sidoarjo Mediated by Intent to Buy. Journal of Economics, Business, and Accountancy Ventura, 21(1), 105- 116.

15. Parmana, Fahmi, I., & Nurrohmat, D.R. (2019). The Ä°nfluence of Marketing Mix Factors in Purchasing Decision for Wooden Furniture Case of Furnimart Bogor Indonesian. Journal of Business and Entrepreneurship, 5(1), 54-64.

16. Pradhan, V. (2016). Study on Ä°mpulsive Buying Behavior Among Consumers in Supermarket in Kathmandu Valley. Journal of Business and Social Sciences Research, 1(2), 215- 233.

17. Rahman, F.Y., Yuliati, L.N., & Simanjuntak, M. (2019). The Influence of Marketing Mix and Word of Mouth Towards Brand Ä°mage and Usage of Online Bike Usage. Indonesian Journal of Business and Entrepreneurship, 5(3), 287-298.

18. Shakuna, et al., (2016). Modelling Professional Performance of Teachers' Scales in Libyan Schools. International Journal of Management and Applied Research, 3 (3), 120-129. https://doi.org/10.18646/2056.33.16- 010.

19. Sitio, V.S.S. (2019). The Influence of Service Quality and Brand Image on Purchasing Decisions at PT TIKI Shipping Services. M-Progress Scientific Journal, 9(1), 21-31.

20. Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7-14.

21. Statista. (2019). Online Food Delivery. Retrieved from https://statista.com/ou tlook/374/120/online-food-delivery/ indonesia#market-globalRevenue.

22. Tyas, W.P., Damayanti, M., Hutama, J.K., & Saragih, D.D. (2019). The Role of Food Delivery Services by Online Motorcycle Taxi on the Development of Culinary Home-Based Enterprises. IOP Conference Series: Earth and Environmental Science, 396, 1-10.

23. Yao, Q., Huang, L., & Li, M. (2019). The Effects of Tech and Non-Tech Ä°nnovation on Brand Equity in China: The Role of Ä°nstitutional Environments. Journal PLOS ONE, 14(5), 1-24.

24. Yundari, N.P.S., & Wardana, I.M. (2019). The Influence of Brand Image, Consumer Satisfaction, Electronic Word of Mouth on Intention to Reuse. Management E-Journal, 8(7), 4647-4675.

URL : https://apmba.ub.ac.id/index.php/apmba/article/view/390

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Detail Karya Ilmiah Dosen

Putri Dhika Savitria, Diah Krisnatuti, Sufrin Hannan

Judul	:	The Effect of Innovation and Marketing Mix Toward Brand Image and Usage Decision in Online Food Delivery Services Industry
Abstrak	:	Online food delivery service (OFD) is created as a service innovation that combines the usage of technology and electronic systems. Many brand present caused increasingly fierce competition between similar companies in one industry due to wider customers alternative selection. OFD companies need to implement innovation and a marketing mix to create a strong brand image. This study aims to analyze the effect of innovation and marketing mix on usage decisions through brand image through the development of five hypotheses. Data were collected by distributed online questionnaires to 292 respondents with 15 brands of OFD services that have been used in the last three months. Data analysis used the Structural Equation Modeling (SEM) method with Lisrel 8.80 software and descriptive analysis with SPSS ver 25.. The results showed that the marketing mix had a significant effect on brand image, and the innovation and marketing mix had a significant effect on usage decisions. Meanwhile, innovation has no significant effect on brand image and brand image has no significant effect on the decision to use an online food delivery service. The implication of this study is to improve marketing strategies by expanding the coverage area and developing innovations by creating a different uniqueness from the competitors. Keywords Brand Image; Innovation; Marketing Mix; Services; Usage Decision
Tahun	:	2020	Media Publikasi	:	Jurnal Nasional Terakreditasi A
Kategori	:	Jurnal	No/Vol/Tahun	:	2 / 9 / 2020
ISSN/ISBN	:	P-ISSN : 2252-8997 / E-ISSN: 2615-2010
PTN/S	:	IPB University	Program Studi	:	MANAJEMEN
Bibliography	:	1. Atashfaraz, M., & Abadi, M.H.H. (2016). Impact of E-Service Ä°nnovation on Brand Equality and Customer Loyalty in Samsung International Corporation. Procedia Economics and Finance, 36, 327-335. 2. Anjani, H.D., Irham. Waluyati, L.R. (2018). Relationship of 7P Marketing Mix and Consumers Loyalty in Traditional Markets. Agro Ekonomi, 29(2), 261-273. 3. Aulia, D., & Briliana, V. (2017). Brand Equity Dimension and Consumer Behavior in Social Media. South East Asia Journal of Contemporary Business, Economics, And Law, 13(2), 15-24. 4. Bastaman, A., & Mufti, R. (2017). The Influence of Marketing Mix and Service Quality on Corporate Reputation and its Impact on Repurchase Decision. Management Scientific Journal, 7(2), 183-197. 5. Cho, E., & Kim, S. (2015). Cronbach’s Coefficient Alpha: Well Known but Poorly Understood. Organizational Research Methods, 18(2), 207-230. 6. Chandra, I.R. (2015). The Impact of Marketing Mix Elements toward Brand Equity through Brand Awareness and Brand Image as Mediators in Bakery Industry in Indonesia. iBuss Management, 3(2), 341-350. 7. Ganzer, P.P., Chais, C., & Olea, P. M. (2017). Product, Process, Marketing and Organizational Ä°nnovation in Industries of the Flat Knitting Sector. Innovation and Management Review, 14(4), 321-332. 8. Hanaysha, J., & Abdullah, H.H. (2015). Product Innovation as A Key Success Factor to Build Sustainable Brand Equity. Management Science Letters, 5(6), 567-576. 9. Kim, M.S., & Jahye, K. (2018). Linking Marketing Mix Elements to PassionDriven Behavior Toward a Brand: Evidence from the Foodservice Ä°ndustry. International Journal of Contemporary Hospitality Management, 30(10), 3040-3058. 10. Kotler, P., & Armstrong, G. (2004). Principles of Marketing 10th ed. New Jersey: Pearson Prentice Hall. 11. Kushwaha, G.S., & Agrawal, S.R. (2015). An Indian Customer Surrounding 7P's of Service Marketing. Journal of Retailing and Consumer Services, 22, 85-95. 12. Lahindah, L., Merisa, & Siahaan, R.A. (2018). The Ä°nfluence of Product Ä°nnovation and Service Quality to Buying Decision and the Ä°mpact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technology Management, 11(2), 118-124. 13. Lee, T. (2019). Gojek Says Ä°ts Leading in Indonesia’s Food Delivery Market. Retrieved from https://techinasia.co m/gojek-leading-indonesias-online-f ood-delivery-market. 14. Mubarok, M.M (2018). The Effect of Brand Ä°mage and Consumer Attitudes on the Decision to Purchase Batik Jetis Sidoarjo Mediated by Intent to Buy. Journal of Economics, Business, and Accountancy Ventura, 21(1), 105- 116. 15. Parmana, Fahmi, I., & Nurrohmat, D.R. (2019). The Ä°nfluence of Marketing Mix Factors in Purchasing Decision for Wooden Furniture Case of Furnimart Bogor Indonesian. Journal of Business and Entrepreneurship, 5(1), 54-64. 16. Pradhan, V. (2016). Study on Ä°mpulsive Buying Behavior Among Consumers in Supermarket in Kathmandu Valley. Journal of Business and Social Sciences Research, 1(2), 215- 233. 17. Rahman, F.Y., Yuliati, L.N., & Simanjuntak, M. (2019). The Influence of Marketing Mix and Word of Mouth Towards Brand Ä°mage and Usage of Online Bike Usage. Indonesian Journal of Business and Entrepreneurship, 5(3), 287-298. 18. Shakuna, et al., (2016). Modelling Professional Performance of Teachers' Scales in Libyan Schools. International Journal of Management and Applied Research, 3 (3), 120-129. https://doi.org/10.18646/2056.33.16- 010. 19. Sitio, V.S.S. (2019). The Influence of Service Quality and Brand Image on Purchasing Decisions at PT TIKI Shipping Services. M-Progress Scientific Journal, 9(1), 21-31. 20. Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7-14. 21. Statista. (2019). Online Food Delivery. Retrieved from https://statista.com/ou tlook/374/120/online-food-delivery/ indonesia#market-globalRevenue. 22. Tyas, W.P., Damayanti, M., Hutama, J.K., & Saragih, D.D. (2019). The Role of Food Delivery Services by Online Motorcycle Taxi on the Development of Culinary Home-Based Enterprises. IOP Conference Series: Earth and Environmental Science, 396, 1-10. 23. Yao, Q., Huang, L., & Li, M. (2019). The Effects of Tech and Non-Tech Ä°nnovation on Brand Equity in China: The Role of Ä°nstitutional Environments. Journal PLOS ONE, 14(5), 1-24. 24. Yundari, N.P.S., & Wardana, I.M. (2019). The Influence of Brand Image, Consumer Satisfaction, Electronic Word of Mouth on Intention to Reuse. Management E-Journal, 8(7), 4647-4675.
URL	:	https://apmba.ub.ac.id/index.php/apmba/article/view/390