ANALISIS EFEKTIVITAS PLATFORM GOFOOD SEBAGAI INSTRUMEN DIGITAL MARKETING TERHADAP DAYA SAING UMKM KULINER DI ERA TRANSFORMASI DIGITAL
DOI:
https://doi.org/10.58174/qt4an325Keywords:
GoFood; Digital Marketing; SMEs Culinary; Competitiveness; Digital TransformationAbstract
This study aims to analyze the effectiveness of the GoFood platform as a digital marketing instrument toward the competitiveness of culinary SMEs in the digital transformation era. The rapid development of information and communication technology has driven a paradigm shift in marketing from conventional to digital, particularly through application-based food delivery platforms. GoFood, as the leading platform in Indonesia, has provided broader market access for culinary SME actors. This study employs a quantitative method with a survey approach involving 120 respondents from culinary SMEs actively using the GoFood platform in DKI Jakarta. The research instrument is a Likert scale questionnaire (1-5), analyzed using multiple linear regression with SPSS version 26. The results indicate that the effectiveness of GoFood platform usage, proxied through digital market reach, transaction convenience, digital promotion, and online reputation management, has a positive and significant effect on the competitiveness of culinary SMEs (F = 47.813; R² = 0.721; p < 0.05). These findings confirm that consistent and strategic adoption of application-based digital platforms is a key factor in enhancing the competitiveness of culinary SMEs amid increasingly dynamic competitive pressures in the digital transformation era.
References
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Bekraf. (2023). Laporan ekonomi kreatif Indonesia 2022: Subsektor kuliner sebagai motor ekonomi kreatif nasional. Badan Ekonomi Kreatif Indonesia.
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education. https://doi.org/10.4324/9781003252320
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Google-Temasek-Bain. (2023). e-Conomy SEA 2023: Resilience in the face of new realities. Alphabet-Temasek Holdings-Bain & Company. https://economysea.withgoogle.com
GoTo Group. (2023). GoTo annual report 2023: Building Indonesia's digital ecosystem. PT GoTo Gojek Tokopedia Tbk. https://www.gotogroup.com/annual-report-2023
GoTo Group. (2024). GoFood merchant ecosystem and platform performance statistics 2024. PT GoTo Gojek Tokopedia Tbk.
Hootsuite & We Are Social. (2024). Digital 2024: Global overview report. Hootsuite-We Are Social. https://datareportal.com/reports/digital-2024-global-overview-report
Kementerian Koordinator Bidang Perekonomian. (2023). Roadmap ekonomi digital Indonesia 2021-2030: Akselerasi transformasi digital UMKM. Kementerian Koordinator Bidang Perekonomian Republik Indonesia.
Kementerian Koperasi dan UKM. (2024). Perkembangan data usaha mikro, kecil, menengah (UMKM) dan usaha besar tahun 2021-2024. Kementerian Koperasi dan Usaha Kecil Menengah Republik Indonesia.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons. https://doi.org/10.1002/9781119668244
McKinsey Global Institute. (2024). The digital economy: Navigating disruption and capturing opportunity in an accelerating world. McKinsey & Company. https://www.mckinsey.com/digital-economy-2024
Momentum Works. (2023). Food delivery platforms in Southeast Asia 2023: Market consolidation and new frontiers. Momentum Works Research. https://momentumworks.co/food-delivery-2023
Nurhayati, S., Ramdhani, D., & Kurniawan, A. (2023). Pengaruh kemudahan penggunaan aplikasi GoFood terhadap keputusan pembelian ulang konsumen UMKM kuliner di Bandung. Jurnal Manajemen dan Pemasaran Digital, 4(2), 87–103. https://doi.org/10.35760/jmpd.2023.v4i2.0087
OECD. (2021). The digital transformation of SMEs: OECD studies on SMEs and entrepreneurship. OECD Publishing. https://doi.org/10.1787/bdb9256a-en
Parker, G., Van Alstyne, M., & Choudary, S. P. (2021). Platform revolution: How networked markets are transforming the economy and how to make them work for you. W. W. Norton & Company.
Perdana, R. A., & Sari, M. P. (2022). Efektivitas GoFood Ads dalam meningkatkan brand visibility dan volume penjualan UMKM kuliner di Jakarta. Jurnal Bisnis Digital Indonesia, 3(1), 45–62. https://doi.org/10.47662/jbdi.v3i1.0045
Porter, M. E. (1990). The competitive advantage of nations. Free Press. https://doi.org/10.1007/978-1-349-11336-1
Rahmaniah, A., & Wibowo, S. (2021). Dampak platform GoFood terhadap perluasan pasar dan peningkatan pendapatan UMKM kuliner di Jawa Barat. Jurnal Ekonomi dan Bisnis Digital, 2(3), 112–128. https://doi.org/10.52851/jebd.v2i3.0112
Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990–1029. https://doi.org/10.1162/154247603322493212
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (3rd ed.). Alfabeta.
Susanto, B., Hidayat, R., & Pratama, D. (2022). Meta-analisis efektivitas platform digital terhadap kinerja UMKM kuliner Indonesia: Studi sistematik 2017–2022. Jurnal Riset Manajemen dan Bisnis, 7(2), 201–218. https://doi.org/10.21067/jrmb.v7i2.0201
UNESCO Institute for Statistics. (2022). Digitalization of small enterprises in developing countries: Impact assessment and policy implications. UNESCO Publishing. https://doi.org/10.15220/unesco-2022-digital-sme
Wahyuni, T. (2023). Pengaruh manajemen reputasi online terhadap volume pesanan UMKM kuliner di platform GoFood: Studi empiris di Jabodetabek. Jurnal Kewirausahaan dan Bisnis Digital, 5(1), 33–51. https://doi.org/10.31983/jkbd.v5i1.0033
Wardhana, A. (2020). Strategi digital marketing dan implikasinya terhadap daya saing UMKM kuliner di Jawa Barat. Jurnal Riset Bisnis dan Manajemen, 13(1), 1–14. https://doi.org/10.23969/jrbm.v13i1.0001
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fatimah Azzahro, Fida Nur Afifah
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
