How to cite:

Dinda Saphira Nabila Sofyan, Arif Hartono. (2022). The Effect Of Kopi

Kenangan Online Menus On Consumers’ Purchase Intention During

The Covid-19 Pandemic. Journal Eduvest. 2(10): 1998-2005

E-ISSN:

2775-3727

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Eduvest – Journal of Universal Studies

Volume 2 Number 10, October, 2022

p- ISSN 2775-3735- e-ISSN 2775-3727

THE EFFECT OF KOPI KENANGAN ONLINE MENUS ON

CONSUMERS’ PURCHASE INTENTION DURING THE

COVID-19 PANDEMIC

Dinda Saphira Nabila Sofyan

, Arif Hartono

Universitas Islam Indonesia

1,2

Email: dindas[email protected]

, a[email protected]

ABSTRACT

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.

KEYWORDS

Menu appeal; menu informativeness; food desire; COVID-

19 risks perception; perceived convenience; purchase

intention

This work is licensed under a Creative Commons

Attribution-ShareAlike 4.0 International

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

Dinda Saphira Nabila Sofyan, Arif Hartono

1999

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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, Grab-

food, 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) as shown in Fig1.

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

Eduvest – Journal of Universal Studies

Volume 2 Number 10, October, 2022

The Effect Of Kopi Kenangan Online Menus On Consumers’ Purchase

Intention During The Covid-19 Pandemic

2000

individually or in a group chat and sharing the link by attach it in status and story. In

addition, five selected respondents earned 50,000 rupiah Go-Pay balances as survey

awards. Before moving on to the next section, respondents were first checked to determine

if they had any prior experience purchasing Kopi Kenangan products online. Further, the

pilot test was distributed to 50 participants living in Indonesia and having experience in

purchasing Kopi Kenangan. The researcher evaluated SPSS in this pilot test to determine

whether the measurement items would need to be improved by examining the level of

validity and reliability. The main survey was distributed to 250 participants with the same

criteria as the pilot test participants. Data collected was further analyzed with structural

equation modelling (SEM) using SmartPLS software.

RESULT AND DISCUSSION

Sample characteristics

Table 1. Socio-demographics of Respondents

Characteristics

Frequency (n=250)

Percentage

Gender

Male

39.6%

Female

151

60.4%

Age

< 20 years

10.8%

20 – 29 years

155

62%

30 – 39 years

14.4%

40 – 49 years

10%

> 50 years

2.8%

Origin

Maluku Island and surrounding

0.4%

Java Island and surrounding

211

84.4%

Borneo Island and surrounding

5.6%

Celebes Island and surrounding

Sumatera Island and surrounding

5.6%

Marital Status

Married

31.2%

Single

172

68.8%

Employment Status

Employed

129

51.6%

Unemployed

121

48.4%

Monthly Expense

< Rp 500.000

16.4%

Rp 500.000 -Rp 1.500.000

38.4%

Rp 1.500.001 – Rp 2.500.000

20%

Rp 2.500.001 - Rp 3.500.000

8.8%

Rp 3.500.001 - Rp 4.500.000

6.8%

> Rp 4.500.000

9.6%

Online Food Ordering Platform Used

Dinda Saphira Nabila Sofyan, Arif Hartono

2001

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Go-food

116

46.4%

Grab-food

19.6%

Kopi Kenangan App

12.4%

Shopee-food

21.6%

Source: Primary data processed (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 Go-

food. Followed 49 respondents use Grab-food (19.6%), 54 respondents use Shopee-

food (21.6%), and 31 respondents utilize the Kopi Kenangan App (12.4%).

Validity and reliability of measurements

Table 2. Validity and Reliability Test

Variable

Indicator

r count

(n = 50)

Cronbach’s

Alpha

Menu Visual Appeal

MVS1

0.759

0.814

MVS2

0.720

MVS3

0.789

MVS4

0.846

MVS5

0.630

Menu Informativeness

MIF1

0.818

0.776

MIF2

0.738

MIF3

0.757

MIF4

0.783

Perception of COVID-19

Risk

PCV1

0.454

0.842

PCV2

0.586

PCV3

0.585

PCV4

0.807

PCV5

0.798

PCV6

0.892

PCV7

0.815

Eduvest – Journal of Universal Studies

Volume 2 Number 10, October, 2022

The Effect Of Kopi Kenangan Online Menus On Consumers’ Purchase

Intention During The Covid-19 Pandemic

2002

Desire for Food

DSF1

0.616

0.855

DSF2

0.745

DSF3

0.732

DSF4

0.654

DSF5

0.833

DSF6

0.781

DSF7

0.801

Perceived Convenience in

Online Food Ordering

COF1

0.813

0.791

COF2

0.642

COF3

0.761

COF4

0.706

COF5

0.554

COF6

0.584

COF7

0.613

Purchase Intention

PIC1

0.816

0.768

PIC2

0.842

PIC3

0.826

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

Measurement Model

Table 3. Convergent validity and discriminant validity

Construct

AVE

DSF

MVS

MIF

COF

PCV

DSF

0.866-

0.898

0.960

0.772

0.879

Dinda Saphira Nabila Sofyan, Arif Hartono

2003

http://eduvest.greenvest.co.id

MVS

0.890-

0.933

0.963

0.839

0.729

0.916

MIF

0.899-

0.920

0.951

0.831

0.686

0.697

0.911

COF

0.897-

0.927

0.972

0.834

0.803

0.781

0.723

0.913

PCV

0.807-

0.872

0.950

0.732

0.777

0.728

0.653

0.786

0.855

0.921-

0.936

0.949

0.860

0.833

0.741

0.669

0.826

0.738

0.927

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).

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).

Table 4. Path Coefficient

Original

Sample (O)

T Statistics

(|O/STDEV|)

p-value

Result

H1: MVS  DSF

0.245

3.202

0.001

H1 is supported

Eduvest – Journal of Universal Studies

Volume 2 Number 10, October, 2022

The Effect Of Kopi Kenangan Online Menus On Consumers’ Purchase

Intention During The Covid-19 Pandemic

2004

H2: MIF  DSF

0.216

3.433

0.001

H2 is supported

H3: PCV  DSF

0.457

7.108

0.000

H3 is supported

H4: PCV  COF

0.786

21.693

0.000

H4 is supported

H5: DSF  PIC

0.477

7.723

0.000

H5 is supported

H6: COF  PIC

0.443

7.175

0.000

H6 is supported

Note: MVS= Menu visual appeal; MIF= Menu informativeness; DSF=Desire for

food; PCV=Perception of COVID-19 risks; COF=Perceived convenience in

online food ordering; PI=Purchase intention

Source: Primary data processed (2022)

The path coefficient of the research is displayed in Table 4 and Fig. 2. The test shows the

result that all hypothesizes in this study, H1, H2, H3, H4, H5, and H6 are all supported

since the number of t statistics are all greater than 1.96 and p-values are less than 0.05

CONCLUSION

The purpose of this study is to discover the factor that affect people's intention to

buy Kopi Kenangan products online. This study builds an empirical investigation into

consumers' purchasing intentions during the pandemic in relation to the online food menu

under the extended S-O-R framework, particularly with Kopi Kenangan as the focus. In

particular, factors that affect consumers' intentions to purchase food through an online food

ordering platform are factors that researchers may utilize to understand better and

implement marketing materials. Similar studies that have looked at how online food menus

affect consumers' purchasing intentions, particularly in Kopi Kenangan, are still

uncommon. The findings of this study will thus help to further the empirical studies on

what motivates potential customers to purchase Kopi Kenangan products online.

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