Factors of Marketing Mix 4Es that affect the Consumer’s Decision to Order Shabu through Food Delivery Mobile Application

Abstract

The purpose of this research was to study the 4Es marketing mix factors that influence consumers to order Shabu-shabu food through the food delivery mobile application and to test the data obtained from the 4Es study to design and further improve food delivery mobile application. The sample groups are consumers who order Shabu-shabu food through the food delivery mobile application by using in-depth interviews in order to obtain consumers’ personal experience while using the Food Delivery mobile application. In addition, additional information is collected about consumers' issues when using the food delivery applications in order understand the pain point or what features and functionalities are missing.

From the results of the study, it was revealed that the need of consumers has different factors. Whether it is a factor in the marketing mix (Marketing Mix 4Es)

1) Experience factors for consumers (Experience) 2) Factors that create value (Exchange) 3) Factors that reach consumers (Everywhere) 4) Factors creating loyal customers (Evangelism). These factors will affect the efficiency of the Food Delivery mobile application design and development, and improve application usability satisfaction. Improvement in User Experience (UX) and User Interface (UI) by the correct placement of images and advertising content, responsiveness, resulting in application attractiveness, gain consumer’s trust and credibility.