The Impact of the COVID-19 Pandemic on The Consumption of Online Delivery Services For Students of Jenderal Sudirman University

Abstract

The covid-19 Pandemic has significantly impacted all aspects of human life. One of the impacts of the Covid-19 Pandemic is encouraging digitalization in all lines of economic activity, including online food and beverage delivery services. Millennials widely use the services. This phenomenon occurs in all regions in Indonesia, including Purwokerto, Central Java Province. In Purwokerto, there is Jenderal Soedirman University, the university with the most students in the area. This study uses descriptive quantitative methods to analyze the impact of the Covid-19 Pandemic on online food and beverage delivery services for Jenderal Soedirman University students (a case study of students living in Purwokerto). The variable is the average expenditure on online food and beverage delivery services. This study uses primary data analyzed by the average difference test method.

The results showed a significant difference in the consumption of online food and beverage delivery services for Jenderal Soedirman University students between before and during the Covid-19 Pandemic, where consumption was higher than before. This finding implies that to increase income from the food and beverage business, they must be able to adapt to technological advances in using digital media in marketing to expand market reach without being limited by space and time. To support this, increasing MSME digital literacy is very much needed, among others, and can be done through the active role of various relevant stakeholders.

Keywords: Pandemic Covid-19, digitization, delivery services, beverage delivery service, digital literacy