Brands Switching Analysis Using Online Food Delivery Order Application Using The Markov Chain By Udayana University

Abstract

Online food delivery orders are a means of connecting consumers with online culinary businesses. This study aims to determine the characteristics of consumers, especially Unud students who live in the Udayana University Jimbaran Bali campus environment who use online food delivery orders, and analyzing the possibility of brand switching from several online food delivery order platforms used in the next five years, as well as predicting a market share balance that will occur in the long term. The data used in this study is primary data collected by distributing questionnaires to 100 students as respondents. Analysis of brand switching and market share balance using the Markov Chain method with the help of QM 5.3 for Windows software. The results showed that characteristics of student respondents who became online food delivery order customers were dominated by women aged around 21-23 years, and amount of expenditure to buy food and drinks online was around IDR 500,000-IDR 1,000,000/month. with an average of 2- 3 orders/week. The reason for respondents using food delivery services is practicality ordering food, and taking advantage of existing promotions. Respondents found information about the platform from social media advertisements. The market share of the online food delivery order platform in first period is known to be Gofood leading with a market share of 43%, Grabfood (17%) Shopeefood (38%) and other platforms (2%). second period there will be a decrease from Gofood to 40.88%, Grabfood (15.76%) and an increase on the Shopeefood platform to 40.36% and other brands (3%). In third period and onwards there will be changes the market share of each platform, and in fifth period Gofood's market share will drop to 40.26%, Grabfood (15.01%), but Shopeefood will increase to 41.70% and other brands ( 3.03%). The equilibrium point is predicted to be reached in the 71st period, with Gofood's market share of 41.0%, Grabfood (15.4%), Shopeefood (42.5%) and other platforms (3.1%).