The Role of Food Delivery Services by Online Motorcycle Taxi on the Development of Culinary Home-Based Enterprises

Abstract

The existence of home-based enterprises (HBEs) as the activities that utilize house as a place both to live and to generate income has been challenged by competition among them. The enterprises can take the advantages of technological advances to overcome this issue. One of the technologies that support the development of HBEs is online motorcycle taxi as a part of innovation in the urban infrastructure. The research case study area is around the area of UNDIP Tembalang-Semarang that is known as an education and housing area with many culinary businesses supplying the needs of students and the local community. Hence, this study takes a case of culinary HBEs that benefits from the existence of food delivery services provided by online motorcycle taxi. This study aims to examine the role of food delivery services provided by online motorcycle taxi in the development of culinary HBEs around the education area. This research uses both quantitative and qualitative descriptive method. The roles of this online services are examined from the perspective of culinary HBEs owners, online motorcycle taxi riders, and the consumers. The result is that there are several roles of online motorcycle taxi services namely maximizing business potential, helping business promotion activities, and providing easy access to customers, can be seen from the increasing income offline and online transactions and also the increasing service coverage of the culinary HBEs.