Conversion Rate: Digital Analytics on Online Food Delivery Platform Customers

Authors

  • Agung Novianto Margarena Badan Perencanaan, Penelitian, dan Pengembangan Daerah Kota Salatiga
  • Mayang Hema Malina Sebelas Maret University image/svg+xml
  • Maliana Puspa Arum Purwokerto Telkom Institute of Technology image/svg+xml

DOI:

https://doi.org/10.30871/jaemb.v11i2.6446

Keywords:

Visual Design, Information, Navigation, Collaboration, Service Delivery, Conversion Rate

Abstract

The purpose of this research is to analyze the factors that cause conversion rate. This research combines attributes from Pee et al (2018), Cho (2015) and Kapoor dan Vij (2018) as a novelty in the model development base for measuring conversion rates. This research is classified as descriptive quantitative research with a sampling technique using snowball sampling of 110 respondents who use online food delivery (OFD) applications in Surakarta City. The results showed that collaborative design and delivery service had a significant effect on conversion rate. While visual design, information, and navigation attributes do not have a significant effect on conversion rate. This study recommends application service providers to improve cashback money, points, and order tracking services.

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Published

2023-12-27

Issue

Vol. 11 No. 2 (2023): Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis - Desember 2023

Section

Articles

License

Copyright (c) 2023 JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.