Analisis Brand Switching Penggunaan Aplikasi Food Delivery Order Online dengan Menggunakan Metode Rantai Markov oleh Mahasiswa Univeristas Udayana Di Jimbaran Bali

JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI Pub Date : 2023-12-21 DOI:10.24843/jrma.2023.v11.i04.p05

Frida M. R. Siahaan, A. S. Wiranatha, I. M. M. Wijaya

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Analysis of brand switching and market share balance using the Markov Chain method with the help of QM 5.3 for Windows software. The results showed that characteristics of student respondents who became online food delivery order customers were dominated by women aged around 21-23 years, and amount of expenditure to buy food and drinks online was around IDR 500,000-IDR 1,000,000/month. with an average of 2- 3 orders/week. The reason for respondents using food delivery services is practicality ordering food, and taking advantage of existing promotions. Respondents found information about the platform from social media advertisements. The market share of the online food delivery order platform in first period is known to be Gofood leading with a market share of 43%, Grabfood (17%) Shopeefood (38%) and other platforms (2%). second period there will be a decrease from Gofood to 40.88%, Grabfood (15.76%) and an increase on the Shopeefood platform to 40.36% and other brands (3%). In third period and onwards there will be changes the market share of each platform, and in fifth period Gofood's market share will drop to 40.26%, Grabfood (15.01%), but Shopeefood will increase to 41.70% and other brands ( 3.03%). The equilibrium point is predicted to be reached in the 71st period, with Gofood's market share of 41.0%, Grabfood (15.4%), Shopeefood (42.5%) and other platforms (3.1%). \n Keywords: Brand Switching, Markov Chain, Gofood, Grabfood, Shopefood \n Food delivery order online merupakan sarana penghubung konsumen dengan usaha kuliner secara online. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen khususnya mahasiswa Universitas Udayana yang tinggal di lingkungan kampus Universitas Udayana Jimbaran Bali pengguna food delivery order online, dan menganalisis kemungkinan terjadinya brand switching dari beberapa platform food delivery order online yang digunakan dalam lima tahun kedepan, serta memprediksi terjadinya keseimbangan pangsa pasar yang terjadi dalam jangka panjang. Data yang digunakan dalam penelitian ini adalah data primer yang dikumpulkan melalui penyebaran kuesioner kepada 100 mahasiswa sebagai responden. Analisis brand switching dan keseimbangan pangsa pasar menggunakan metode Rantai Markov (markov chain) dengan bantuan software QM 5.3 for Windows. Hasil penelitian menunjukkan karakteristik responden mahasiswa menjadi pelanggan food delivery order online didominasi perempuan, usia sekitar 21-23 tahun, besarnya pengeluaran pembelian makanan/minuman secara online sekitar Rp.500.000-Rp.1.000.000 per bulan, dengan rata-rata melakukan 2-3 kali pemesanan per minggu. Alasan responden menggunakan jasa pesan-antar makanan adalah kepraktisan melakukan pemesanan makanan, dan memanfaatkan promosi. Responden mengetahui informasi platform food delivery order online dari iklan media sosial. Pangsa pasar dari platform food delivery order online periode 1 diketahui Gofood memimpin dengan pangsa pasar sebesar 43%, Grabfood (17%) Shopeefood (38%) dan platform lainnya (2%). Periode 2 terjadi penurunan Gofood menjadi 40,88%, Grabfood (15,76%) dan peningkatan Shopeefood 40,36% dan merek lainnya (3%). Periode 3 dan seterusnya terjadi perubahan pangsa pasar masing-masing platform, dan pada periode 5 pangsa pasar Gofood turun menuju 40,26%, Grabfood (15,01%), namun Shopeefood mengalami peningkatan menjadi 41,70% dan merek lainnya (3,03%). Titik ekuilibrium diprediksi tercapai pada periode ke 71, dengan pangsa pasar Gofood sebesar 41,0%, Grabfood (15,4%), Shopeefood (42,5%) dan platform lainnya (3,1%). \n Kata kunci: Brand Switching, Rantai Markov, Gofood, Grabfood, Shopeefood \n ","PeriodicalId":17779,"journal":{"name":"JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI","volume":"14 4","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24843/jrma.2023.v11.i04.p05","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

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Abstract

Online food delivery orders are a means of connecting consumers with online culinary businesses. This study aims to determine the characteristics of consumers, especially Unud students who live in the Udayana University Jimbaran Bali campus environment who use online food delivery orders, and analyzing the possibility of brand switching from several online food delivery order platforms used in the next five years, as well as predicting a market share balance that will occur in the long term. The data used in this study is primary data collected by distributing questionnaires to 100 students as respondents. Analysis of brand switching and market share balance using the Markov Chain method with the help of QM 5.3 for Windows software. The results showed that characteristics of student respondents who became online food delivery order customers were dominated by women aged around 21-23 years, and amount of expenditure to buy food and drinks online was around IDR 500,000-IDR 1,000,000/month. with an average of 2- 3 orders/week. The reason for respondents using food delivery services is practicality ordering food, and taking advantage of existing promotions. Respondents found information about the platform from social media advertisements. The market share of the online food delivery order platform in first period is known to be Gofood leading with a market share of 43%, Grabfood (17%) Shopeefood (38%) and other platforms (2%). second period there will be a decrease from Gofood to 40.88%, Grabfood (15.76%) and an increase on the Shopeefood platform to 40.36% and other brands (3%). In third period and onwards there will be changes the market share of each platform, and in fifth period Gofood's market share will drop to 40.26%, Grabfood (15.01%), but Shopeefood will increase to 41.70% and other brands ( 3.03%). The equilibrium point is predicted to be reached in the 71st period, with Gofood's market share of 41.0%, Grabfood (15.4%), Shopeefood (42.5%) and other platforms (3.1%). Keywords: Brand Switching, Markov Chain, Gofood, Grabfood, Shopefood Food delivery order online merupakan sarana penghubung konsumen dengan usaha kuliner secara online. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen khususnya mahasiswa Universitas Udayana yang tinggal di lingkungan kampus Universitas Udayana Jimbaran Bali pengguna food delivery order online, dan menganalisis kemungkinan terjadinya brand switching dari beberapa platform food delivery order online yang digunakan dalam lima tahun kedepan, serta memprediksi terjadinya keseimbangan pangsa pasar yang terjadi dalam jangka panjang. Data yang digunakan dalam penelitian ini adalah data primer yang dikumpulkan melalui penyebaran kuesioner kepada 100 mahasiswa sebagai responden. Analisis brand switching dan keseimbangan pangsa pasar menggunakan metode Rantai Markov (markov chain) dengan bantuan software QM 5.3 for Windows. Hasil penelitian menunjukkan karakteristik responden mahasiswa menjadi pelanggan food delivery order online didominasi perempuan, usia sekitar 21-23 tahun, besarnya pengeluaran pembelian makanan/minuman secara online sekitar Rp.500.000-Rp.1.000.000 per bulan, dengan rata-rata melakukan 2-3 kali pemesanan per minggu. Alasan responden menggunakan jasa pesan-antar makanan adalah kepraktisan melakukan pemesanan makanan, dan memanfaatkan promosi. Responden mengetahui informasi platform food delivery order online dari iklan media sosial. Pangsa pasar dari platform food delivery order online periode 1 diketahui Gofood memimpin dengan pangsa pasar sebesar 43%, Grabfood (17%) Shopeefood (38%) dan platform lainnya (2%). Periode 2 terjadi penurunan Gofood menjadi 40,88%, Grabfood (15,76%) dan peningkatan Shopeefood 40,36% dan merek lainnya (3%). Periode 3 dan seterusnya terjadi perubahan pangsa pasar masing-masing platform, dan pada periode 5 pangsa pasar Gofood turun menuju 40,26%, Grabfood (15,01%), namun Shopeefood mengalami peningkatan menjadi 41,70% dan merek lainnya (3,03%). Titik ekuilibrium diprediksi tercapai pada periode ke 71, dengan pangsa pasar Gofood sebesar 41,0%, Grabfood (15,4%), Shopeefood (42,5%) dan platform lainnya (3,1%). Kata kunci: Brand Switching, Rantai Markov, Gofood, Grabfood, Shopeefood

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使用马尔可夫链法对巴厘岛金巴兰乌达亚纳大学学生使用在线食品外卖订单应用程序的品牌转换分析

在线食品配送订单是将消费者与在线烹饪企业联系起来的一种手段。本研究旨在确定消费者（尤其是居住在巴厘岛金巴兰乌达亚纳大学校园环境中的乌纳大学学生）使用在线食品外卖订单的特征，分析未来五年内使用的几个在线食品外卖订单平台的品牌转换可能性，并预测长期内将出现的市场份额平衡。本研究使用的数据是通过向 100 名学生发放调查问卷收集的原始数据。在 QM 5.3 for Windows 软件的帮助下，使用马尔可夫链方法对品牌转换和市场份额平衡进行了分析。结果表明，成为网上食品外卖订单客户的学生受访者的特点是以 21-23 岁左右的女性为主，网上购买食品和饮料的支出约为每月 500,000 至 1,000,000 印度卢比，平均每周 2-3 次订单。受访者使用送餐服务的原因是订餐的实用性和利用现有的促销活动。受访者从社交媒体广告中了解到该平台的信息。在第一阶段，网上订餐平台的市场份额以 Gofood 为首，占 43%，Grabfood 占 17%，Shopeefood 占 38%，其他平台占 2%；在第二阶段，Gofood 占 40.88%，Grabfood 占 15.76%，Shopeefood 占 40.36%，其他品牌占 3%。第三阶段以后，各平台的市场份额将发生变化，第五阶段，Gofood 的市场份额将降至 40.26%，Grabfood 为 15.01%，但 Shopeefood 将增至 41.70%，其他品牌为 3.03%。预测在第 71 期达到平衡点，Gofood 的市场份额为 41.0%，Grabfood 为 15.4%，Shopeefood 为 42.5%，其他平台为 3.1%。关键词品牌转换、马尔可夫链、Gofood、Grabfood、Shopefood 网上订餐送餐服务是网上订餐服务的补充。本网站旨在帮助巴厘岛金巴兰乌达亚纳大学的学生在网上订购食品外卖、在巴厘岛金巴兰乌达亚纳大学的校园里，您可以在网上订购食品外卖，还可以在不同的食品外卖平台上进行品牌转换，以及在不同的时间段内记住您的购物路线。在本报告中挖掘的数据是与 100 名受访者相关的原始数据。品牌转换分析和品牌传递分析采用 Rantai Markov（马尔可夫链）方法，使用 Windows 版 QM 5.3 软件。在 21-23 个月期间，您可以在网上订购食品外卖，每袋价格为 500.000 至 1.000.000 印尼盾，每名用户可按比例节省 2-3 个月的时间。受访者可在网站上发布广告，并进行宣传。响应者可在社交媒体上获取信息平台在线食品配送订单。网上订餐外卖平台第一阶段的用户比例分别为：Gofood（43%）、Grabfood（17%）、Shopeefood（38%）和本地平台（2%）。第 2 阶段，Gofood 的用户占 40.88%，Grabfood 占 15.76%，Shopeefood 占 40.36%，其他用户占 3%。第 3 期和第 4 期为 "汰旧换新平台"，第 5 期的 "汰旧换新平台 "中，Gofood 占 40.26%，Grabfood 占 15.01%，Shopeefood 占 41.70%，其余为 3.03%。在第 71 期的数据中，Gofood 占 41.0%，Grabfood 占 15.4%，Shopeefood 占 42.5%，而其他平台占 3.1%。关键词：品牌转换、马尔科夫模型、Gofood、Grabfood、Shopeefood

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