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All Journal The International Journal of Accounting and Business Society Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen PROSIDING SEMINAR NASIONAL CENDEKIAWAN Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI Jurnal Manajemen BUDGETING : Journal of Business, Management and Accounting Jurnal Pengabdian kepada Masyarakat Nusantara Action Research Literate (ARL) Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Jurnal Manajemen dan Perbankan (JUMPA) Jurnal Ekonomi Trisakti Journal of Social And Economics Research Business and Entrepreneurial Review Media Riset Bisnis & Manajemen Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Golden Ratio of Data in Summary Pena Dimas: Jurnal Pengabdian Masyarakat EBID:Ekonomi Bisnis Digital
Fatik Rahayu
Unknown Affiliation
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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Journal : Golden Ratio of Mapping Idea and Literature Format

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Market Segmentation and Targeting Analysis for Online Food Delivery in Jabodetabek, Indonesia Aulia, Naila; Akhmad, Nafila Nuraini; Ramadhia, Kahti; Rahayu, Fatik
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1555

Abstract

This study examines market segmentation and targeting strategies for online food delivery applications in Jabodetabek. It employs primary data collected through online questionnaires from 150 active users of food delivery apps, aged 17 and above, who used the services at least three times in the past month. The research utilizes a descriptive approach with hierarchical and K-means cluster analysis to segment users based on demographic and psychographic characteristics, focusing on the 7P marketing mix attributes. The results reveal two distinct market segments, with the first segment, characterized by a high preference for convenience and accessibility, identified as the most promising target due to its higher mean score (3.98) for using apps when time-constrained or hungry. This segment values practical features like real-time order tracking and diverse menu options. The findings indicate that users prioritize ease of use, promotional offers, and professional courier services, with less sensitivity to price when service quality is satisfactory. The study highlights the importance of understanding consumer preferences for tailored marketing strategies in the competitive food delivery industry.
Co-Authors Adhilla, Siti Adhiyanto, Moch Ananda Adiati Hardjanti Adli, M Qodhil Aflah Harits adzaldi Akhmad, Nafila Nuraini Alifa, Tasya Ananda, Mochammad Anwarsyah, Difi Aprillya, Tasya Asep Hermawan Aulia, Naila Aurelia Lalita Kirana Jayananda Ayu Aulia Oktaviani Ayu Ekasari Azra Zinedine Rahman Bangun, Cicilia Daris, Muslim Etty Murwaningsari Fadhel Audia Yusran Gunarto Gunarto Hidayat, Darra Pradita Hisyam, Jasheer Muhamad Jamaludin, Rian Maulana Kurnia, Citra Adinda Putri Luki Adiati Pratomo Lunarindiah, Gatri Maharani, Rivana Syahira Maria Christina MIFTAHUL JANNAH Muhammad Izzudin Zaki Murtanto Murtanto Nuraini, Nafila Orlando, Muhammad Prita Pramesti Prita Pramesti Puspitasari, Windhy Raissa, Adina Ramadhanti, Mutiara Ramadhia, Kahti Raymond Siregar Reza, Muhammad Alvi Rifa, Hudzaifah Risasono, Fadhil Dhafa Robert Kristaung Robian, Rio Ryan Ardhito Hadyan Sistya Rachmawati Sofie, Sofie Sujana, Olga Dara Putri Sukmanto, Adi Sumiyarti Sumiyarti, Sumiyarti Wahyuni, Ratih Sri Wijanarko, Faiq Wijanarko, Faiq Raihan Wijanarko, Khansa Fara Yaneva Anindita Dwi Cahyaningrum Yaneva Anindita Dwi Cahyaningrum Yudhaputri, Egabetha Amirah Yudiatama, Riski Yusran, Fadhel Audia Zhafira, Shafa