ABSTRACT
Online Food Delivery Services (OFDS) platform is growing rapidly in Indonesia. However, when compared to neighboring countries such as Malaysia, OFDS user penetration in Indonesia is very minimal even though the level of user consumption is high. This shows a great opportunity for restaurants and platform managers to continue to develop OFDS, especially by understanding OFDS users better. Research related to OFDS in Indonesia has begun to emerge, but research focusing on product presentation (i.e., visual presentation or relevant information of products) is still rare. The present study is interested in social presence as a product presentation variable. This study uses both experimental design and Structural Evaluation Modeling (SEM). Experimental design is used because of the nature of product presentation variables which can be directly observed and manipulated. SEM is used to complement the research model by finding a relationship between product evaluation and purchase intention. A questionnaire was distributed to 240 Indonesian respondents who have used the OFDS application. The result from Analysis of Variance (ANOVA) shows that social presence affects product evaluation negatively (p = 0.047). Furthermore, product attitude (β = 0.94, p = 0.002) and restaurant trust (β = 0.33, p = 0.048) variables shows a significant positive effects toward purchase intention. Further discussions and limitations are also discussed.
