Portal de Periódicos da CAPES

Restaurant Mobile Application towards Purchase Intention

2018; Volume: 117; Linguagem: Inglês

10.14257/ijast.2018.117.10

2207-6360

Stella Nathalia Ignacia, Rachel Dyah Wiastuti, Diena Mutiara Lemy,

Technology Adoption and User Behaviour

The fast development of mobile applications has widely impact many industries including tourism.Restaurant as one of tourism product must then adapt to this new technology because it will benefit more than mobile web.Domino's Pizza Indonesia is the first fast food restaurant in Indonesia that launched its mobile application in 2015 and keeps gaining its popularity.The purpose of this research is to identify the Domino's Pizza Indonesia Mobile Application quality rating and to determine the extent of Domino's Pizza Indonesia Mobile Application towards purchase intention.This research is using quantitative method.Primary data were collected from Domino's Pizza Indonesia mobile application and survey using questionnaire.A survey was conducted for 76 respondents using simple random sampling method.Data was analyzed using Mobile Application Rating Scale (MARS) as guidelines that consist of four objectives quality scales; engagement, functionality, aesthetics and information quality; and one subjective quality scales.The results indicate that Domino's Pizza Indonesia Mobile Application quality considered as good, but assess differently between apps-user and non apps-user.Apps-user assesses information quality as the highest scale while non apps-user assesses functionality quality; with both assess engagement quality as the lowest scale.This research reveals that branded mobile application has strong relationship with purchase intention, despite whether people install the mobile application or not.However, purchase intention is likely influenced more by branded mobile application non appsuser rather than the apps-user itself.Implication of this study provides recommendations for restaurant business to always maintain and enhance the mobile application quality that are expected to be in line with the growth of restaurant revenue.