Abstract

 
 
 In the digital age, technological developments are moving very fast and changing the lifestyle of humans in general. The technological system in the Digital Age attracted the interests of culinary MSME entrepreneurs in Indonesia to do business with an online sales system. One of the online food delivery service applications in Indonesia is GoFood, this study aims to find out how SMEs in Surabaya as GoFood partners can increase their income by optimizing the use of the GoFood application. This study uses a qualitative method. Data analysis in this research is descriptive qualitative. Criteria for selecting informants using purposive sampling techniques. The interview results state that the GoFood application tends to be easy to use, but some partners regretted the lack of training which resulted in sales not meeting expectations. Quality, Quality, Promo Price, and timeliness of food processing to food delivery to consumers is a strategy for GoFood merchant partners to optimize their sales turnover.
 
 
Highlights
In the digital age, technological developments are moving very fast and changing the lifestyle of humans in general
One of the online food delivery service applications in Indonesia is GoFood, this study aims to find out how SMEs in Surabaya as GoFood partners can increase their income by optimizing the use of the GoFood application
Quality, Promo Price, and timeliness of food processing to food delivery to consumers is a strategy for GoFood merchant partners to optimize their sales turnover
Summary
Technological developments are moving very fast and changing the lifestyle of humans in general. The technological system in the Digital Age attracted the interest of MSMEs in Indonesia to do business with an online sales system. An increasingly mushrooming online application is the GoFood system, the GoFood online food application is the largest food delivery service and works with 550,000 merchants in various cities in Indonesia. Quoted in Hastuti (2020), "GoFood is one of the main services of Gojek with increasingly solid growth. Loyalty to GoFood is one of the long-term supporters of Gojek's business growth," said Gojek Co-CEO Kevin Aluwi. GoFood customers doubled in 2019 to 20 million. GoFood merchant partner growth increased 17 times to 500 thousand merchants, food menu choices on GoFood reached 16 million items
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