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The research aims to examine factors that influencing consumer behavior in online food ordering, with purchase intention as a mediating variable. Theory of Planned Behavior (TPB) are applied as theoretical framework. The population includes online food delivery applications users in Indonesia, specifically GrabFood, GoFood, and ShopeeFood. Using Slovin’s formula, a sample size of 400 respondents was determined. Data collection are performed through an online survey using a Likert-scale questionnaire. The data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that attitude, subjective norms, and perceived behavioral control significantly affect both purchase intention and online purchasing behavior. Additionally, purchase intention serves as a mediating variable, bridging the relationship between attitude, subjective norms, perceived behavioral control, and online buying behavior. These findings indicate that online food delivery platforms may increase engagement by influencing consumer attitudes, aligning promotions with social norms, and enhancing user experience to encourage repurchases. This research also contributes to understanding TPB in Indonesia’s digital food delivery context.

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What Drives Consumers to Purchase from Digital Food Delivery Services? The Role of Purchase Intention

  • 章节

  • 发表日期：

    2026年

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  • Agustina,
  • Syafira Ulya Firza,
  • Iskandar Muda,
  • Noor Marini Haji Abdullah

摘要

The research aims to examine factors that influencing consumer behavior in online food ordering, with purchase intention as a mediating variable. Theory of Planned Behavior (TPB) are applied as theoretical framework. The population includes online food delivery applications users in Indonesia, specifically GrabFood, GoFood, and ShopeeFood. Using Slovin’s formula, a sample size of 400 respondents was determined. Data collection are performed through an online survey using a Likert-scale questionnaire. The data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that attitude, subjective norms, and perceived behavioral control significantly affect both purchase intention and online purchasing behavior. Additionally, purchase intention serves as a mediating variable, bridging the relationship between attitude, subjective norms, perceived behavioral control, and online buying behavior. These findings indicate that online food delivery platforms may increase engagement by influencing consumer attitudes, aligning promotions with social norms, and enhancing user experience to encourage repurchases. This research also contributes to understanding TPB in Indonesia’s digital food delivery context.