Conversion Rate: Digital Analytics on Online Food Delivery Platform Customers

Agung Novianto Margarena; Mayang Hema Malina; Maliana Puspa Arum

doi:10.30871/jaemb.v11i2.6446

Agung Novianto Margarena Badan Perencanaan, Penelitian, dan Pengembangan Daerah Kota Salatiga
Mayang Hema Malina Universitas Sebelas Maret
Maliana Puspa Arum Institut Teknologi Telkom Purwokerto

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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