Consumer Decision-Making Criteria for Online Food Delivery Platforms: A Case Study in Jabodetabek Indonesia

Digitalization has been affecting the Food & Beverage (F&B) Industry. Today's phenomenon of easy accessibility to online services makes consumers inclined to buy their needs through online platforms because it is more straightforward and more accessible, including the appearance of Online Food Delivery (OFD) such as GoFood, GrabFood, and ShopeeFood. The aim(s) of this research is to identify the weighting of consumer's perspectives regarding the criteria for choosing OFD Platform in Jabodetabek, identify what criteria are the most impactful in choosing the OFD Platform, and identify which OFD is selected by the customers based on the criteria using Analytic Hierarchy Process (AHP) Method. The result based on SuperDecision app as the data analysis tool shows that the main criterion is Service Quality, and the most chosen sub-criteria in Service Quality is Restaurant Ratings. Meanwhile, the Technology's main criterion is Easy Access to OFD App Features. Furthermore, the OFD platform mainly selected by the targeted samples is GoFood, based on OFD customers in Jabodetabek