THE EFFECT OF KOPI KENANGAN ONLINE MENUS ON CONSUMERS’ PURCHASE INTENTION DURING THE COVID-19 PANDEMIC

This study examined consumers purchase intentions during the pandemic in relation to the online food menu under the extended S-O-R framework, particularly with Kopi Kenangan as the object. Kopi Kenangan is one of fastest-growing grab-and-go coffee chains in Indonesia. The purpose of this study is to discover the factors driving people intention to purchase Kopi Kenangan products through online food ordering platforms. In the data collection process, 250 samples from Kopi Kenangan consumers who had previously purchased them online were used, which involved distributing online questionnaires using Google forms. The data was then further analyzed using the PLS-SEM approach. The result shows that menu visual appeal and menu informativeness positively affected desire for food. The perception of COVID-19 risks positively affected the perceived convenience of online food ordering as well. While, desire for food and perceived convenience also positively affected purchase intention.


INTRODUCTION
Nowadays, Indonesians consider drinking coffee to be a lifestyle (Yudistira & Rabbani, 2020). According to data from the Ministry of Agriculture, the amount of coffee consumption in Indonesia increased by an average of 8.22 percent year between 2016 and http://eduvest.greenvest.co.id 2021. However, as is known, the COVID-19 pandemic has seriously changed how consumers behave when making purchases and has harmed the food and beverage business (Eger, Komárková, Egerová, & Mičík, 2021). The restriction of physical distance led consumers to avoid going outside and dining out less in order to minimize the spread of COVID-19 (Kim & Lee, 2020). Hence, business must enhance the marketing strategy in order to survive in the current situation and adapt to consumer demands at home. Enhancing the digital consumer experience in particular by providing a practical online menu either using websites or food ordering platforms (Brewer & Sebby, 2021).
Menus are a marketing strategy used by restaurants to influence specific consumer perceptions (McCall & Lynn, 2008). Menu design offers the chance to define the value that the brand anticipates from buyers. Businesses should be aware of consumer preferences while buying food in order to enhance the shopping experience for customers and increase revenue (Peters & Remaud, 2020). Restaurants must create consumer-friendly online menus as a result. To assist consumers in making decisions, these menus might be displayed on websites or online food ordering platforms (Doanh, Do Dinh, & Quynh, 2022). Thus, this study examined o ne of the food and beverage (F&B) establishments in Indonesia using online menus which is Kopi Kenangan.
Kopi Kenangan is one of Indonesia's fastest-growing grab-and-go coffee chains, managed to open in 2017 (Marie & Budi, 2020). In just 4 years, Kopi Kenangan has expanded quickly and survived a pandemic by sustaining both online and offline business. Since Kopi Kenangan engages in online sales, they work to make their products available on a variety of platforms, such as the applications for Kopi Kenangan and Go-food, Grabfood, Shopee-food, and other e-commerce websites. Thus, Kopi Kenangan has a menu that provided online on various platforms.
In order to present the menu to consumer, the Kopi Kenangan have to take concern about menu information and visual design. It is in line with the suggestion by Jones & Mifll (2001) that menu must have two different meanings. First, the variety of foods and beverages that the restaurant offers. Second, it refers to a display that a restaurant uses to inform consumers about its menu. The two suggested interpretations are hence the focus of this investigation. This study evaluates how the visual design and informative content of the Kopi Kenangan menu affect customers' purchase intentions by referring them to the S-O-R model.

RESEARCH METHOD Survey instrument and measures
This survey instrument is divided into two parts: screening questions and variable questions related to menu appeal and information, food desires, COVID-19 risk perception, perceived convenience in OFDs, and questions about purchase intentions (Gani, Faroque, Muzareba, Amin, & Rahman, 2021). The survey instruments used in this study for every variable were all adapted from prior study by Brewer & Sebby (2021). The Five-Likert scale was required to measure each item on the questionnaire (1 = strongly disagree; 5 = strongly agree). The survey included respondents' socio-demographics such as gender, age, area of origin, personal monthly food expense, marital status, employment status, and experience in purchasing Kopi Kenangan online. The measurement items used in this study were adopted from the research of Brewer & Sebby (2021)

Data collection
This study employed a quantitative approach using an online survey method in an attempt to reduce direct contact with respondents during the COVID-19 pandemic. Google Forms was employed to conduct the online survey. The online questionnaires are delivered through WhatsApp, Line, and Instagram particularly by having a chat with each respondent  (2022) Socio-demographic characteristics data of respondents are shown in Table  1. A total of 250 respondents were successfully gathered for this study through questionnaires made with Google Form. In terms of age, 62% of all respondents, or the majority, were between the ages of 21 and 29. There were 151 female respondents (60.4%) dominating the total sample and male 99 respondents (39.6%). Based on marital status, the dominant data were single (N=172, or 68.8%) and 31.2% were married. In terms of monthly expense, the data dominated with people with monthly expense in number from Rp500.000 until Rp1.500.000 with the total of 96 respondents (38.4%). Their employment status was near balance with 129 employed respondents (51.6%) and 121 unemployed respondents (48.4%). According to origin, respondents from Java Island (N=211, 84.4%) dominated the field, followed by those from Borneo, Celebes, Sumatra, and Maluku Island. Since the majority of Kopi Kenangan had established its stores in Java, hence this result was already expected. The, when respondents were asked what sort of online food ordering platform they had used, 116 respondents (46.4%) said they had used Gofood. Followed 49 respondents use Grab-food (19.6%), 54 respondents use Shopeefood (21.6%), and 31 respondents utilize the Kopi Kenangan App (12.4%). According to the findings of the validity test conducted on the 50 respondents mentioned above, all statement items show values that are in the range of r count > r table (0.279). Thus, all of the questionnaire statement items can be evaluated as being valid. In terms of reliability, it is shown that the Cronbach's Alpha of each variables had a value of > 0.7. It can be concluded that all of the respondents' questionnaire replies are reliable. Thus, the questionnaire from this study can be used in further study.

Hypothesis testing
By using SmartPLS program, structural equation modeling (SEM) was performed out to examine the relationships between the variables in our model (Wong, 2013). Model testing and model estimation are two forms of model testing (Hou, Huo, Leng, & Mannering, 2022). Inner model testing and outside model testing are two types of model testing. The two test models each had their own goodness-of-fit indicators (Skytt, Kermarrec, & Dokken, 2022). Average Variance Extracted (AVE), Square Roots AVE, Cross Loadings, Cronbach Alpha (CA), and Composite Reliability (CR) are used as indicators in the outer model testing. Meanwhile, the suitability of the inner model is determined using the PLS Bootsrapping approach with its indicators, t-values, p-values, and R-square (R 2 ). Since the value of the outer loadings or standardized factor loading (FL) is more than 0.70, it can be inferred from the description in Table 3 above that all indicators in the study variables fulfill convergent validity. Additionally, it is clear that all variables in both the validity test using Average Variance Extracted (AVE) and the reliability test using Composite reliability (CR) have value that is greater than 0.50 (Shrestha, 2021). Therefore, it can be said that the variables tested are valid and reliable, enable the structural model to continue to be tested (Oyman, Bal, & Ozer, 2022).

Measurement Model
The variable score for the outcomes of discriminant validity is shown in Table 4.10. As explained previously, a strong indicator of discriminant validity was when the square root AVE score above the correlation score of the other variables below (Ab Hamid, Sami, & Sidek, 2017). In detail, desire for food (0.879) was higher than menu appeal (0.729), menu informativeness (0.686), perceived convenience (0.803), perception of COVID-19 risk (0.777), and purchase intention (0.833). Menu appeal (0.916) was higher than menu informativeness (0.697), perceived convenience (0.781), perception of COVID-19 risks (0.781), and purchase intention (0.741). Menu informativeness (0.911) was higher than perceived convenience (0.723), perception of COVID-19 risks (0.653), and purchase intention (0.669). Perceived convenience (0.913) was higher than perception of COVID-19 risks (0.786), and purchase intention (0.826). Perception of COVID-19 risks (0.855) was higher than purchase intention (0.783). Finally, there were no other variables below the purchase intention (0.927) variable that were higher than its score. It was based on the results that were stated that each variable in this study had effectively described a good discriminant validity (Mehralian, 2022).