Technological developments in the culinary field are increasingly
developing in Indonesia. Advances in technology and information continue to
encourage Indonesians to be practical, easy, and fast in the culinary field through
online food delivery platform. The growing online food delivery business in
Indonesia impacts customer switching behavior from conventional food industry to
the use of online food delivery platform. The top 2 online food delivery platforms
in Indonesia namely GoFood and GrabFood.
This study aims to analyze the overall categories of the initial variable items
and factors, determine the factors of customer switching behavior from
conventional food industry to the use of online food delivery platforms in Indonesia,
and identify the most dominant factors in consumer switching behavior from
conventional to online food. This study is descriptive research using quantitative
methods. The sample in this study are GoFood and GrabFood users in Indonesia as
many as 412 respondents with sampling technique is non-probability sampling
method. The data analysis technique used in this study is Factor Analysis, which
using 5 initial variables that adopted from previous research. Factor analysis
technique of this study using Confirmatory Factor Analysis (CFA) approach. Based
on the research results, it is obtained 8 new factors that formed on customer
switching behavior from conventional food industry to the use of online food
delivery platforms in Indonesia, such as: payment easiness, alternative solution,
service quality, lifestyle, time saving, special menus discount, menu uniqueness,
and variety seeking.
Keywords: Customer Switching Behavior, Online Food Delivery, Factor
Analysis, Indonesia