PERAN PLATFORM GOFOOD DALAM AKSELERASI DIGITALISASI DAN PENINGKATAN KINERJA USAHA MIKRO KECIL DAN MENENGAH KULINER DI INDONESIA

Abstract

This study aims to analyze the role of the GoFood platform in accelerating digitalization and improving the business performance of culinary SMEs in Indonesia. The rapid growth of application-based food delivery platforms has created transformative opportunities for culinary SMEs to transcend geographical limitations and marketing capital constraints that have long hindered their growth. GoFood, as Indonesia's largest food delivery platform with more than 1 million active merchant partners, serves as a highly relevant research object for empirically measuring the impact of digitalization acceleration on culinary SME performance. This study employs a quantitative method with a descriptive-causal approach involving 110 respondents from active GoFood-using culinary SMEs across four major Indonesian cities. Data were collected through structured Likert scale questionnaires (1-5) and analyzed using multiple linear regression with SPSS version 26. The results show that GoFood's role in digitalization acceleration, measured through dimensions of digital technology adoption, market reach expansion, business process innovation, and digital capability development, has a positive and significant effect on culinary SME performance measured through sales growth, operational efficiency, and customer satisfaction (F = 52.314; R² = 0.748; p < 0.05). These findings confirm that GoFood functions not merely as a food ordering platform but as a digitalization accelerator that fundamentally transforms the business model, operational capabilities, and competitiveness of Indonesian culinary SMEs.