Influential Factors of Utilising the Online Food Delivery (OFD) Service among Students at Dungun Campus, UiTM Terengganu Branch

Abstract

With the rise of food delivery and on-the-go consumption, traditional food consumption and eating experiences have significantly transformed as consumer lives have grown more densely urbanized, increasingly busy, and more connected. Online food delivery (OFD) service is seen as one of the fastest growing new waves in Malaysia's food and beverage industry. However, the usefulness and viability of practical OFD services were still widely disregarded as critical structure elements of today’s lifestyle. Therefore, this paper aims to empirically examine the influential factors that motivate university students to use OFD services to order food. A quantitative research approach by using a self-administered questionnaire was employed as a mean to collect data. A total of 350 university students from Universiti Teknologi MARA Terengganu branch, Dungun campus have participated in this study. Statistical analysis showed that the majority of students were interested in using OFD services due to customer satisfaction factors shown, which are convenience motivation, time-saving orientation and various payment options. This study is also providing and information to the food industry player to become more advanced in coping with nowadays trends and situations by identifying the significance of having OFD service. The findings from this research could be used as reference and lesson learn to other OFD to have a better understanding of customer preference to order and experience food related services in the future.