Abstract
Background and Purpose: The increase of mobile phone usage in Malaysia had contributed to the increasing habit of purchasing food through online food delivery (OFD) service platforms. Sensory marketing is a conceptual strategy that helps to appeal to human five senses. It is utilized as promotion made on social media using ads or attractive photos in order to attract customers to order food through the social media platform. This study aims to investigate the role of sensory marketing (sight and touch) and perceived benefits (convenience and product variety) to predict university students’ online food delivery (OFD) usage intention. Methodology: Structural equation modelling is used to accomplish the objectives of this study with the analyses of 400 university students who were surveyed through Google form application. Findings: The findings concluded that both sensory marketing and perceived benefits influence university students’ OFD usage intention. The strongest predictor of OFD usage intention among students is ‘touch’ element representing sensory marketing followed by convenience (perceived benefits), product variety (perceived benefits) and sight (sensory marketing). Contributions: The findings contribute to the relevant literature by improving the knowledge of online food delivery (OFD) usage intention and it may be beneficial to the foodservice providers for continuous improvement of their business. Keywords: Sensory marketing, perceived benefits, online food delivery app. Cite as: Shun Han, K., Abdul Rais, A. R., Tamby Chik, C., & Jaafar, S. N. (2024). University students’ online food delivery (OFD) usage intention: Investigating the role of sensory marketing and perceived benefits. Journal of Nusantara Studies, 9(2), 297-317. http://dx.doi.org/10.24200/jonus.vol9iss2p297-317
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