Kecenderungan penggunaan perkhidmatan penghantaran makanan secara dalam talian di Pulau Pinang (The Trend in Using Online Food Delivery Services in Pulau Pinang)
Abstract
Kesesakan lalu lintas, ruangan letak kenderaan terhad, jadual kerja yang padat, dan perubahan gaya hidup dari kesan langsung proses perbandaran menyebabkan penduduk cenderung menggunakan perkhidmatan penghantaran makanan (PPM) secara dalam talian. Walaupun PPM digunakan dengan meluas di Malaysia, masih tidak banyak kajian dijalankan dalam mengenal pasti faktor kecenderungan penduduk menggunakan perkhidmatan ini. Tujuan kertas kerja ini adalah mengenalpasti faktor kecenderungan penduduk mendapatkan makanan menggunakan PPM secara dalam talian dan mengkaji perubahan gaya hidup penduduk di bandar. Kajian ini dijalankan menggunakan kaedah kuantitatif melibatkan 110 responden yang menetap di Pulau Pinang. Kajian ini juga memberikan perhatian kepada responden yang pernah menggunakan perkhidmatan ini. Hasil analisis menggunakan skor min mendapati empat faktor utama penentu kecenderungan penduduk terhadap PPM mendapatkan makanan iaitu lokasi, kualiti perkhidmatan yang ditawarkan, perubahan gaya hidup dan penularan pandemik COVID-19. Namun ruang tempat kereta yang terhad adalah menjadi sebab utama pemilihan PPM. Kajian juga mendapati responden cenderung memilih perkhidmatan Foodpanda kerana ianya mudah dan cepat. Hasil kajian dapat menyumbang kepada agensi PPM berkaitan dalam merangka dan merancang strategi dengan lebih menyeluruh bagi meningkatkan perkhidmatan PPM dalam kalangan penduduk bandar.
Kata kunci: COVID-19, gaya hidup, kualiti, lokasi, perbandaran, PPM
Traffic congestion, limited parking spaces, tight work schedules, and lifestyle changes are among the direct impact of urbanization process which caused the tendency of residents to use online food delivery services (PPM). Although PPM has widely been used in Malaysia, there are still limited studies conducted that identify the factors influencing the tendency of its usage. The purpose of this article is to identify the factors of the residents’ tendency to obtain food using PPM and study the lifestyle changes among urban population. This study was conducted using a quantitative approach involving 110 respondents living in Pulau Pinang that had previously used PPM. Based on mean score analysis, the four main factors determining the tendency of PPM usage were location, quality of services offered, lifestyle changes and the spread of the COVID-19 pandemic. However, limited parking space was the main reason for using PPM. Among the PPM service providers, Foodpanda was frequently used due to ease of use and fast delivery. The findings can benefit PPM service providers in planning and formulating effective strategies toward increasing PPM usage among urban residents
Keyword: COVID-19, lifestyle, quality, location, urbanization, PPM
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