Menelaah kembali perilaku belanja makanan online di era pandemi covid-19
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Keywords:
COVID-19, Food Shopping Behaviour, Food Advertising, adoption of online food delivery services
Abstract
The COVID-19 pandemic has changed the social order of human life, public health, and business operations with so many social restrictions that occur. The phenomenon has changed food shopping behaviour in society. This article aims to analyze changes in food shopping due to the limited space for human mobility and cause all aspects of life to depend on internet technology in Indonesia. Online food delivery platforms or Mobile Food Ordering Applications (MFOA) provide an accessible marketplace for any restaurant which is significantly utilized during the pandemic era. Online food delivery services also carry out advertising activities through internet marketing. The method used in this article is a literature review. The results show that this change in spending patterns is supported by many official policies to stay at home. Advertising messages with content showing sympathy and solidarity are the most sought after by consumers in the pandemic era. The implications of this research can be initial research to conduct more in-depth research in terms of consumer behaviour, internet marketing, and advertising in the context of digital media during the pandemic. Understanding the consumer landscape will enable online food delivery platforms to fulfill their full potential in terms of impacting people's economies, businesses, and quality of life.
References
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Cai, R., & Leung, X. Y. (2020). Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories. International Journal of Hospitality Management, 102677.
Candra, S., Ayudina, M., & Arashi, M. A. (2021). The Impact of Online Food Applications during the Covid-19 Pandemic. International Journal of Technology, 472-484.
Chenarides, L., Grebitus, C., Lusk, J. L., & Printezis, I. (2021). Food consumption behavior during the COVID‐19 pandemic. Agribusiness, 44-81.
Colbert, S., Wilkinson, C., Thornton, L., & Richmond, R. (2020). COVID‐19 and alcohol in Australia: industry changes and public health impacts. Drug and alcohol review.
Dias, P., Pessôa, C. A., & Andrade, J. G. (2020). Brand Communication on Instagram during the COVID-19 Pandemic: Perceptions of users and brands. Participatory Communication Research Section, 1-11.
Eloksari, E. A. (2020, November 11). Indonesian internet users hit 196 million, still concentrated in Java: APJII survey. Diambil kembali dari The Jakarta Post: https://www.thejakartapost.com/news/2020/11/11/indonesian-internet-users-hit-196-million-still-concentrated-in-java-apjii-survey.html
Földes, D., & Csiszár, C. (2017). Model of information system for combined ride-sourcing service. 2017 Smart City Symposium Prague (SCSP) (hal. 1-6). IEEE.
Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry. Review of the current situations and a research agenda, 527-529.
Hastiningsih, W. T., & Sari, A. A. (2020). Changes in the Culinary Purchasing Behavior via Digital due to the COVID-19 Pandemic. 6th International Conference on Social and Political Sciences (ICOSAPS 2020) (hal. 521-527). Atlantis Press.
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 176-182.
Hirschberg, C., Rajko, A., Schumacher, T., & Wrulich, M. (2016). The changing market for food delivery. McKinsey & Company, 1-6.
Hobbs, M., Pearson, N., Foster, P. J., & Biddle, S. J. (2015). Sedentary behaviour and diet across the lifespan: an updated systematic review. British journal of sports medicine, 1179-1188.
Horta, P. M., de Paula Matos, J., & Mendes, L. L. (2021). Digital food environment during the coronavirus disease 2019 (COVID-19) pandemic in Brazil: an analysis of food advertising in an online food delivery platform. British Journal of Nutrition, 1-6.
Horta, P. M., Souza, J. D., Rocha, L. L., & Mendes, L. L. (2021). Digital food environment of a Brazilian metropolis: food availability and marketing strategies used by delivery apps. Public Health Nutrition, 544-548.
Jayani, D. H. (2021, Januar 22). Indonesia Pasar Terbesar Layanan Pesan-Antar Makanan Daring di Asia Tenggara. Diambil kembali dari Databooks: https://databoks.katadata.co.id/datapublish/2021/01/22/indonesia-pasar-terbesar-layanan-pesan-antar-makanan-daring-di-asia-tenggara
Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 342-351.
Kusumaningsih, D., Irianto, H., & Antriyandarti, E. (2019). Effects of health consciousness and environmental attitude on intention towards organic food purchase. IOP Conference Series: Materials Science and Engineering (hal. 012052). IOP Publishing.
Larios-Gómez, E., Fischer, L., Peñalosa, M., & Ortega-Vivanco, M. (2021). Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador. Heliyon, e06468.
Lestari, R., & Genoveva, G. (2021). Genoveva Consumer Behavior on Online Food Purchase Decision during The COVID-19. International Conference Universitas Pekalongan 2021, (hal. 65-74).
Naja, F., & Hamadeh, R. (2020). Nutrition amid the COVID-19 pandemic: a multi-level framework for action. European journal of clinical nutrition, 1117-1121.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches, 7th Ed. Essex: Pearson Education .
Petetin, L. (2020). The COVID-19 crisis: an opportunity to integrate food democracy into post-pandemic food systems. European Journal of Risk Regulation, 326-336.
Poelman, M. P., Thornton, L., & Zenk, S. N. (2020). A cross-sectional comparison of meal delivery options in three international cities. European journal of clinical nutrition, 1465-1473.
Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., . . . Redi, A. (2021). Factors affecting customer satisfaction and loyalty in online food delivery service during the covid-19 pandemic: Its relation with open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 76-92.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 157-165.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 221-230.
Rodrigues, M. B., de Paula Matos, J., & Horta, P. M. (2021). The COVID-19 pandemic and its implications for the food information environment in Brazil. Public health nutrition, 321-326.
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 262-273.
Rotuauli, T. F., Handaka, A. A., Rizal, A., & Nurhayati, A. (2020). Consumer Behavior Analysis in Purchase of Freshwater Fish in Bandung City (Case Study in the Traditional Market of Kosambi). Asian Journal of Fisheries and Aquatic Research, 1-8.
Setyowati, D. (2021, Januari 21). Peta Persaingan GrabFood dan GoFood di Tengah Kehadiran ShopeeFood. Diambil kembali dari Katadata: https://katadata.co.id/desysetyowati/digital/601279c09f33d/peta-persaingan-grabfood-dan-gofood-di-tengah-kehadiran-shopeefood
Siste, K., Hanafi, E., Sen, H. C., Adrian, L. P., Limawan, A. P., Murtani, B. J., & Suwartono, C. (2020). The impact of physical distancing and associated factors towards internet addiction among adults in Indonesia during COVID-19 pandemic: a nationwide web-based study. Frontiers in psychiatry, 11.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 333–339.
Tam, C., & Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone & McLean and TTF perspective. Computers in Human Behavior, 233-244.
Tarigan, E. D., Sabrina, H., & Syahputri, Y. (2020). The Influence of Lifestyle and Sales Promotion on Online Purchase Decisions for Home-Cooked Culinary during COVID-19 in Medan City, Indonesia. International Journal of Research and Review, 140-144.
Taylor, C. R. (2020). Advertising and COVID-19. International Journal of Advertising, 587-589.
Utama, W. T., & Yuliawati, Y. (2020). Faktor Sosial, Pribadi, Dan Psikologis Yang Mempengaruhi Keputusan Pembelian Minuman Kopi Di Kampoeng Kopi Banaran. Agrilan: Jurnal Agribisnis Kepulauan, 131-148.
WHO. (2021, July). WHO Coronavirus (COVID-19) Dashboard. Diambil kembali dari WHO: https://covid19.who.int/
Wibowo, A. A., & Ardhianto, p. (2020). Iconology Analysis in Advertising Design, Case Study Go-Jek Billboard Advertising: Series" Mager Tanpa Laper" in Yogyakarta-Indonesia. International Journal of Visual and Performing Arts, 8-14.
Wijayanto, H., & Prabowo, I. A. (2020). Cybersecurity Vulnerability Behavior Scale in College During the Covid-19 Pandemic. Jurnal Sisfokom (Sistem Informasi dan Komputer), 395-399.
Yuan, S., Liu, Y., Yao, R., & Liu, J. (2016). An investigation of users’ continuance intention towards mobile banking in China. Information Development, 20-34.
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International journal of hospitality management, 1-12.
Zhou, M., Rajamohan, S., Hedrick, V., Rincón-Gallardo Patiño, S., Abidi, F., Polys, N., & Kraak, V. (2019). Mapping the celebrity endorsement of branded food and beverage products and marketing campaigns in the United States, 1990–2017. International journal of environmental research and public health, 3743.
Cahyani, Z., Nurcahyo, R., & Farizal. (2020). Popularity Analysis of Mobile Food Ordering Apps In Indonesia. IEEE 7th International Conference on Industrial Engineering and Application, (hal. 1000-1005). Bangkok.
Cai, R., & Leung, X. Y. (2020). Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories. International Journal of Hospitality Management, 102677.
Candra, S., Ayudina, M., & Arashi, M. A. (2021). The Impact of Online Food Applications during the Covid-19 Pandemic. International Journal of Technology, 472-484.
Chenarides, L., Grebitus, C., Lusk, J. L., & Printezis, I. (2021). Food consumption behavior during the COVID‐19 pandemic. Agribusiness, 44-81.
Colbert, S., Wilkinson, C., Thornton, L., & Richmond, R. (2020). COVID‐19 and alcohol in Australia: industry changes and public health impacts. Drug and alcohol review.
Dias, P., Pessôa, C. A., & Andrade, J. G. (2020). Brand Communication on Instagram during the COVID-19 Pandemic: Perceptions of users and brands. Participatory Communication Research Section, 1-11.
Eloksari, E. A. (2020, November 11). Indonesian internet users hit 196 million, still concentrated in Java: APJII survey. Diambil kembali dari The Jakarta Post: https://www.thejakartapost.com/news/2020/11/11/indonesian-internet-users-hit-196-million-still-concentrated-in-java-apjii-survey.html
Földes, D., & Csiszár, C. (2017). Model of information system for combined ride-sourcing service. 2017 Smart City Symposium Prague (SCSP) (hal. 1-6). IEEE.
Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry. Review of the current situations and a research agenda, 527-529.
Hastiningsih, W. T., & Sari, A. A. (2020). Changes in the Culinary Purchasing Behavior via Digital due to the COVID-19 Pandemic. 6th International Conference on Social and Political Sciences (ICOSAPS 2020) (hal. 521-527). Atlantis Press.
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 176-182.
Hirschberg, C., Rajko, A., Schumacher, T., & Wrulich, M. (2016). The changing market for food delivery. McKinsey & Company, 1-6.
Hobbs, M., Pearson, N., Foster, P. J., & Biddle, S. J. (2015). Sedentary behaviour and diet across the lifespan: an updated systematic review. British journal of sports medicine, 1179-1188.
Horta, P. M., de Paula Matos, J., & Mendes, L. L. (2021). Digital food environment during the coronavirus disease 2019 (COVID-19) pandemic in Brazil: an analysis of food advertising in an online food delivery platform. British Journal of Nutrition, 1-6.
Horta, P. M., Souza, J. D., Rocha, L. L., & Mendes, L. L. (2021). Digital food environment of a Brazilian metropolis: food availability and marketing strategies used by delivery apps. Public Health Nutrition, 544-548.
Jayani, D. H. (2021, Januar 22). Indonesia Pasar Terbesar Layanan Pesan-Antar Makanan Daring di Asia Tenggara. Diambil kembali dari Databooks: https://databoks.katadata.co.id/datapublish/2021/01/22/indonesia-pasar-terbesar-layanan-pesan-antar-makanan-daring-di-asia-tenggara
Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 342-351.
Kusumaningsih, D., Irianto, H., & Antriyandarti, E. (2019). Effects of health consciousness and environmental attitude on intention towards organic food purchase. IOP Conference Series: Materials Science and Engineering (hal. 012052). IOP Publishing.
Larios-Gómez, E., Fischer, L., Peñalosa, M., & Ortega-Vivanco, M. (2021). Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador. Heliyon, e06468.
Lestari, R., & Genoveva, G. (2021). Genoveva Consumer Behavior on Online Food Purchase Decision during The COVID-19. International Conference Universitas Pekalongan 2021, (hal. 65-74).
Naja, F., & Hamadeh, R. (2020). Nutrition amid the COVID-19 pandemic: a multi-level framework for action. European journal of clinical nutrition, 1117-1121.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches, 7th Ed. Essex: Pearson Education .
Petetin, L. (2020). The COVID-19 crisis: an opportunity to integrate food democracy into post-pandemic food systems. European Journal of Risk Regulation, 326-336.
Poelman, M. P., Thornton, L., & Zenk, S. N. (2020). A cross-sectional comparison of meal delivery options in three international cities. European journal of clinical nutrition, 1465-1473.
Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., . . . Redi, A. (2021). Factors affecting customer satisfaction and loyalty in online food delivery service during the covid-19 pandemic: Its relation with open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 76-92.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 157-165.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 221-230.
Rodrigues, M. B., de Paula Matos, J., & Horta, P. M. (2021). The COVID-19 pandemic and its implications for the food information environment in Brazil. Public health nutrition, 321-326.
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 262-273.
Rotuauli, T. F., Handaka, A. A., Rizal, A., & Nurhayati, A. (2020). Consumer Behavior Analysis in Purchase of Freshwater Fish in Bandung City (Case Study in the Traditional Market of Kosambi). Asian Journal of Fisheries and Aquatic Research, 1-8.
Setyowati, D. (2021, Januari 21). Peta Persaingan GrabFood dan GoFood di Tengah Kehadiran ShopeeFood. Diambil kembali dari Katadata: https://katadata.co.id/desysetyowati/digital/601279c09f33d/peta-persaingan-grabfood-dan-gofood-di-tengah-kehadiran-shopeefood
Siste, K., Hanafi, E., Sen, H. C., Adrian, L. P., Limawan, A. P., Murtani, B. J., & Suwartono, C. (2020). The impact of physical distancing and associated factors towards internet addiction among adults in Indonesia during COVID-19 pandemic: a nationwide web-based study. Frontiers in psychiatry, 11.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 333–339.
Tam, C., & Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone & McLean and TTF perspective. Computers in Human Behavior, 233-244.
Tarigan, E. D., Sabrina, H., & Syahputri, Y. (2020). The Influence of Lifestyle and Sales Promotion on Online Purchase Decisions for Home-Cooked Culinary during COVID-19 in Medan City, Indonesia. International Journal of Research and Review, 140-144.
Taylor, C. R. (2020). Advertising and COVID-19. International Journal of Advertising, 587-589.
Utama, W. T., & Yuliawati, Y. (2020). Faktor Sosial, Pribadi, Dan Psikologis Yang Mempengaruhi Keputusan Pembelian Minuman Kopi Di Kampoeng Kopi Banaran. Agrilan: Jurnal Agribisnis Kepulauan, 131-148.
WHO. (2021, July). WHO Coronavirus (COVID-19) Dashboard. Diambil kembali dari WHO: https://covid19.who.int/
Wibowo, A. A., & Ardhianto, p. (2020). Iconology Analysis in Advertising Design, Case Study Go-Jek Billboard Advertising: Series" Mager Tanpa Laper" in Yogyakarta-Indonesia. International Journal of Visual and Performing Arts, 8-14.
Wijayanto, H., & Prabowo, I. A. (2020). Cybersecurity Vulnerability Behavior Scale in College During the Covid-19 Pandemic. Jurnal Sisfokom (Sistem Informasi dan Komputer), 395-399.
Yuan, S., Liu, Y., Yao, R., & Liu, J. (2016). An investigation of users’ continuance intention towards mobile banking in China. Information Development, 20-34.
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International journal of hospitality management, 1-12.
Zhou, M., Rajamohan, S., Hedrick, V., Rincón-Gallardo Patiño, S., Abidi, F., Polys, N., & Kraak, V. (2019). Mapping the celebrity endorsement of branded food and beverage products and marketing campaigns in the United States, 1990–2017. International journal of environmental research and public health, 3743.
Published
2021-10-30
How to Cite
Nugroho, R. S. (2021). Menelaah kembali perilaku belanja makanan online di era pandemi covid-19. Jurnal Komunikasi Profesional, 5(5), 443-450. https://doi.org/10.25139/jkp.v5i5.4117
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