Pengaruh UX Writing Pada Online Food Delivery Gofood erhadap Purchase Intention (Studi Kasus Pada Mahasiswa S1 Universitas Padjadjaran)
DOI:
https://doi.org/10.38035/jafm.v5i6.1334Keywords:
UX Writing, Purchase Intention, GoFood, Students, PLS-SEMAbstract
In today’s fast-paced digital era, online food delivery has become an integral part of student life. GoFood as one of the leading online delivery platforms in Indonesia, continues to innovate to improve user experience and purchase intention. One such innovation is the impelementation of effective UX writing. This study aims to examine the influence of UX writing on purchase intention in the GoFood application among undergraduate students at Universitas Padjadjaran. UX writing is defined as the art of crafting words in user interfaces to create an informative, intuitive, and enjoyable experience. Through an online self-administered survey and statistical analysis using Partial Least Squares Structutal Equation Modeling (PLS-SEM), this study reveals that UX writing has a positive and significant effect on purchase intention. Students who feel helped, happy, and confident with the application tend to be more interested in ordering food through GoFood. These findings provide new insights for GoFood to continuously optimize the quality of its UX writing to improve user experience and sales.
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