Market Analysis and Business Operations of Online Food Delivery Around STIE Ganesha

https://doi.org/10.35912/jakman.v6i3.4278
Published: Jun 13, 2025

Abstract:

Purpose: This study examines the market dynamics, operational challenges, and competitive strategies of SMEs in the online food delivery sector around STIE Ganesha, with a focus on identifying performance drivers and actionable solutions for business optimization.

Methodology/approach: A qualitative descriptive approach was adopted, involving semi-structured interviews with 20 SME owners using GoFood, GrabFood, and ShopeeFood. Data were collected from December 2024 to February 2025 and analyzed thematically to map operational patterns and market behaviors.

Results/findings: Key determinants of customer retention included taste quality (highlighted by 85% of respondents), service speed (70%), and promotional effectiveness (65%). SMEs leverage product differentiation (e.g., hyperlocalized menus) and platform partnerships to sustain their market share. However, challenges persist, such as platform instability (reported by 60% of businesses) and insufficient digital literacy for advanced marketing tactics.

Conclusions: The study underscores that SMEs’ competitiveness in campus-centric markets hinges on balancing micromarket responsiveness (e.g., adapting to seasonal demand) with operational agility. The strategic integration of digital tools and collaborative logistics, rather than reliance on third-party platforms alone, has emerged as critical for scalability.

Limitations: The findings are context-bound to SMEs near STIE Ganesha and major delivery platforms. Future studies should explore rural and non-campus ecosystems to validate the universality of the proposed strategies.

Contribution: Theoretical: Expands the Resource Orchestration Framework by contextualizing SME strategies in hyper-localized digital economies. Introduces a micro market analysis model linking campus-specific demand cycles to operational decision-making.Practical: Provides actionable toolkits, including a Dynamic Pricing Matrix for demand fluctuations and a Partnership Optimization Framework for platform collaboration.

Methodology/approach: The study was conducted from December 2024 to February 2025, employing a descriptive qualitative approach. Data were collected through semi-structured interviews with 20 business owners using platforms such as GoFood, GrabFood, and ShopeeFood.

Results/findings: The taste quality, fast service, and effective promotions are crucial for attracting and retaining customers. Despite high competition, SMEs have maintained their market positions through product differentiation, flavor innovation, and promotional packages. Although online delivery platforms offer substantial support, respondents highlighted the need for improved platform stability and more consistent promotional efforts. They also expressed the importance of training in digital marketing and operational management to enhance competitiveness.

Limitations: This study is limited to SMEs operating around STIE Ganesha and on major online platforms. Broader generalizations require similar studies in different regions with varying business models. The research contributes to the fields of entrepreneurship and business management by providing insights for policymakers, platform providers, and business associations.

Contribution: These insights focus on supporting SMEs through training, platform partnerships, and strategic collaborations. The research focused on operational processes, customer service, marketing strategies, and platform support.

Novelty : The exploration of how platform partnerships, operational innovation, and digital marketing strategies influence the performance of SMEs in the online food delivery market, a topic that has not been extensively explored in prior research.

Keywords:
1. Digital Promotion
2. Food Delivery
3. Online Platform
4. SMEs
5. Service quality
Authors:
1 . Aep Saefullah
2 . Fuad Gagarin Siregar
3 . M. Arief Noor
4 . Rianti Salima
5 . Rosliana Rosliana
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Saefullah, A., Siregar, F. G., Noor, M. A. ., Salima, R. ., & Rosliana, R. (2025). Market Analysis and Business Operations of Online Food Delivery Around STIE Ganesha. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(3), 779–795. https://doi.org/10.35912/jakman.v6i3.4278
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Vol. 6 No. 3 (2025): Juni
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  1. Adak, A., Pradhan, B., Shukla, N., & Alamri, A. (2022). Unboxing Deep Learning Model of Food Delivery Service Reviews Using Explainable Artificial Intelligence (XAI) Technique. Foods, 11(14), Article 14. Https://doi.org/10.3390/foods11142019
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  4. Al Vonda, Q. R. (2020). IMPLEMENTASI SISTEM JUST IN TIME PADA PERSEDIAAN BAHAN BAKU UNTUK MEMENUHI KEBUTUHAN PRODUKSI DI PT TSAMAROT INDONESIA. Jurnal Indonesia Sosial Teknologi, 1(2), 102–111. Https://doi.org/10.36418/jist.v1i2.14
  5. Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28–44. Https://doi.org/10.1016/j.ijinfomgt.2019.04.008
  6. Chivandi, A., Samuel, M. O., Muchie, M., Chivandi, A., Samuel, M. O., & Muchie, M. (2019). Social Media, Consumer Behavior, and Service Marketing. In Consumer Behavior and Marketing. IntechOpen. Https://doi.org/10.5772/intechopen.85406
  7. Choi, J.-C. (2020). User Familiarity and Satisfaction With Food Delivery Mobile Apps. Sage Open, 10(4), 2158244020970563. Https://doi.org/10.1177/2158244020970563
  8. Cortes, J. D., & Suzuki, Y. (2022). Last-mile delivery efficiency: En route transloading in the parcel delivery industry. International Journal of Production Research, 60(9), 2983–3000. Https://doi.org/10.1080/00207543.2021.1907628
  9. Creswell, J. W., & Creswell, J. D. (2018). Research Design Qualitative, Quantitative, and Mixed Methods Approaches Fifth Edition (Fifth Edition). Sage Publications Ltd. Https://sim.uniqhba.ac.id/assets/upload/ebook/Research_Design_Qualitative,_Quantitative,_and_Mixed_Methods_Approaches_(John_W._Creswell_J_._David_Creswell)_.pdf
  10. Damayanti, R., Nuryakin, C., & Muchtar, P. (2023). Household Demand for Food Prepared at Home and Food Away from Home in Indonesia. Economics and Finance in Indonesia, 69(1). Https://doi.org/10.47291/efi.2023.03
  11. Dewi, U., & Negoro, D. A. (2024). Exploring customer satisfaction in online food delivery services: The role of product involvement, brand familiarity, and consumer attitudes. Jurnal Manajemen Dan Pemasaran Jasa, 17(2), Article 2. Https://doi.org/10.25105/v17i2.19883
  12. Dua, A., & Sahu, S. (2024). Factor Identification for the Procurement of Raw Material in Food Processing Industry. Https://doi.org/10.1177/ijim.241234969
  13. Dwityas, N. A., & Hesti, S. (2021). Digital Consumer Insight untuk Membangun Promosi bagi UKM di Lingkungan Tangerang Kota. Indonesian Journal for Social Responsibility, 3(01), 21–28. Https://doi.org/10.36782/ijsr.v3i1.45
  14. Elverda, E., Nahdah, T. A., & Hamali, S. (2023). Consumer Decision-Making Criteria for Online Food Delivery Platforms: A Case Study in Jabodetabek Indonesia. 2023 International Conference on Information Management and Technology (ICIMTech), 305–309. Https://doi.org/10.1109/ICIMTech59029.2023.10277741
  15. Fadhilah, N. F., & Arief, N. N. (2023). Customer Equity Model: Analysis of Online Food Delivery Services in Indonesia. Journal of Business and Management Review, 4(8), Article 8. Https://doi.org/10.47153/jbmr48.7622023
  16. Fajarwaty, T., & Jukes, D. (2022). Assessing food safety compliance for food SMEs in Indonesia. IOP Conference Series: Earth and Environmental Science, 1041(1), 012074. Https://doi.org/10.1088/1755-1315/1041/1/012074
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