The Impact of Online Ordering Platform Attributes on Customer Ordering Behavior and Online Sales Performance

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Mursyid, Andri (2026) The Impact of Online Ordering Platform Attributes on Customer Ordering Behavior and Online Sales Performance. Masters thesis, IPMI Institute.

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Abstract

Indonesia's food delivery market has grown considerably in recent years. For F&B brands like PT. XYZ, this growth raises a practical question: how much does it matter which channel customers order through? Although aggregator platforms increase volume, they have commission fees, restrict pricing freedom, and provide businesses with limited access to consumer data. Better profits and direct relationships are possible with the owned platform, which is the brand's own website and app, but only if consumers choose to use it. Four platform attributes were examined: Ease of Use, Information Quality, Promotion and Price Attractiveness, and System Reliability. A structured survey was administered to 200 valid respondents who had placed at least one order through PT. XYZ's own app or website in the six months prior to data collection. PLS-SEM, mediation analysis, and Importance-Performance Map Analysis (IPMA) were utilized to analyze data, with Customer Ordering Behavior serving as the mediating construct. The only attribute with a statistically significant direct effect on Customer Ordering Behavior, which was Promotion and Price Attractiveness (p = 0.000) was found to have the highest influence. The Ease of Use, Information Quality, and System Reliability were all positive outcomes, but none met the 5% significance threshold. This implies that these attributes may serve as predetermined standards for use in today's digital ordering environment. Online Sales Performance was significantly impacted by Customer Ordering Behavior (p = 0.000) with significant differences ( = 0,66; p > 0.00). Promotion and Price Attractiveness linkage to Online Sales Performance via Customer Ordering Behavior was the only pathway supported in the mediation analysis. IPMA rated Promotion and Price Attractiveness as the highest scoring managerial priority, with the lowest performance score (78.337) but the most important score for platform attributes under investigation: importance (0.353). The evidence-based platform improvement roadmap for PT. XYZ's owned channel is presented in the study.

Keywords: online ordering platform, platform attributes, customer ordering behavior, online sales performance, PLS-SEM, IPMA, PT. XYZ

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Master of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	28 Sep 2026 02:30
Last Modified:	28 Sep 2026 02:30
URI:	http://repository.ipmi.ac.id/id/eprint/3022

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