Perilaku Pelanggan E-commerce Bahan Makanan Siap Masak dan Katering Sehat dalam Pemenuhan Kebutuhan Makanan Sehat pada Kondisi Pascapandemi Covid-19

Muhammad Okiba Jauhari Elfa, Hesty Nurul Utami, Zumi Saidah


The COVID-19 pandemic and the new normal conditions have resulted in changes in the way customers choose to shop for groceries, either physically at stores or online. Additionally, the new normal encourages people to pay more attention to a healthy lifestyle and consume nutritious food to maintain their immune systems. In response to these changes, food retail businesses, especially those offering ready-to-cook ingredients and healthy catering services, need to strive to retain customers by providing an online platform for ordering food, making customers feel more comfortable. This research aims to analyze the behavior of customers who use e-commerce for ready-to-cook ingredients and healthy catering in the post-pandemic condition. The study employs a quantitative research design with a descriptive approach. Data was collected from 300 customers of e-commerce for ready-to-cook ingredients and healthy catering. The research findings indicate that the primary reason for customers to make online purchases of ready-to-cook ingredients and healthy catering is the convenience of finding products that meet their needs and preferences. The majority of customers made their first purchase during the new normal conditions, and the subscription duration was predominantly over 9 months. Other research results show that the average purchase frequency is 2.18 times per week, with an average transaction value reaching Rp263,165.00.


bahan makanan siap masak, katering sehat, covid-19, normal baru, gaya hidup sehat


AbdulHussein, Ali, Brian Cozzarin, and Stanko Dimitrov. 2022. “Changes in Consumer Spending Behavior during the COVID-19 Pandemic across Product Categories.” Electronic Commerce Research (0123456789). doi: 10.1007/s10660-022-09618-9.

Afiffah, Eva Siti Nur, and Leni Cahyani. 2021. “Analisa Penerapan E-Commerce Pada Umkm Sutan Frozen Food Tegal Tahun 2021.” E-Proceeding of Applied Science 7(6):2430–47.

Arora, Tanay. 2022. “Survey: Indonesian Consumer Sentiment during the Coronavirus Crisis.” McKinsey & Company: Retail Practice. Retrieved December 29, 2022 (

BPS. 2021. “Statistik E-Commerce 2021.” 1–118. Retrieved (

Brya, Pawel. 2018. “Organic Food Online Shopping in Poland.” British Food Journal 120(5):1015–27. doi: 10.1108/BFJ-09-2017-0517.

DBS. 2022. “5 Emerging Opportunities for Indonesia’s Consumer Market.” DBS. Retrieved (

Google LCC. 2022. “Community Mobility Reports.” Retrieved (

Grashuis, Jasper, Theodoros Skevas, and Michelle S. Segovia. 2020. “Grocery Shopping Preferences during the COVID-19 Pandemic.” Sustainability (Switzerland) 12(13). doi: 10.3390/su12135369.

Herbalife. 2021a. “APAC Health Inertia Survey 2021 and Virtual Run.” Retrieved February 4, 2023 (

Herbalife. 2021b. “Survey: Changing Health Priorities in Asia Pacific.” Retrieved February 4, 2023 (

Islam, Hajar Annisa, and Tengku Ezni Balqiah. 2021. “Loyalty and Customer Engagement in Online Grocery Shopping in Indonesia.” Pp. 53–59 in ACM International Conference Proceeding Series. Association for Computing Machinery.

Jayani, Dwi Hadya. 2019. “Tren Pengguna E-Commerce Terus Tumbuh.” Databoks. Retrieved (

Kuijpers, Dymfke, Simon Wintels, and Naomi Yamakawa. 2020a. “Reimagining Food Retail in Asia after COVID-19.” McKinsey & Company: Retail Practice (April):1–4. Retrieved (

Kuijpers, Dymfke, Simon Wintels, and Naomi Yamakawa. 2020b. “Survey: Food Retail in Indonesia during the COVID-19 Pandemic.” McKinsey & Company: Retail Practice. Retrieved December 29, 2022 (

Kusuma, Abdi Pandu, and Kurniawan Agus Prasetya. 2017. “Perancangan Dan Implementasi E-Commerce Untuk Penjualan Baju Online Berbasis Android.” Antivirus : Jurnal Ilmiah Teknik Informatika 11(1):1–11. doi: 10.35457/antivirus.v11i1.194.

Lu, Liang, and Thomas Reardon. 2018. “An Economic Model of the Evolution of Food Retail and Supply Chains from Traditional Shops to Supermarkets to E-Commerce.” American Journal of Agricultural Economics 100(5):1320–35. doi: 10.1093/ajae/aay056.

Maulina, Yulia Rizki, Ani Margawati, Rachma Purwanti, and A. Fahmy Arif Tsani. 2022. “Differences in Eating Habits and Physical Activity before and during Distance Learning.” Jurnal Gizi Indonesia (The Indonesian Journal of Nutrition) 10(2):122–34. doi: 10.14710/jgi.10.2.122-134.

Pangaribowo, Evita Hanie, Daniel Tsegai, and Sukamdi. 2019. “Women’s Bargaining Power and Household Expenditure in Indonesia: The Role of Gender-Differentiated Assets and Social Capital.” GeoJournal 84(4):939–60. doi: 10.1007/s10708-018-9901-4.

Pollák, František, Peter Markovič, Roman Vavrek, and Michal Konečný. 2022. “Return to the New Normal: Empirical Analysis of Changes in E-Consumer Behavior during the COVID-19 Pandemic.” Behavioral Sciences 12(3). doi: 10.3390/bs12030085.

Puteri, Nafisah Eka, Ayu Diah Damayanti, Maryam Jameelah, and Sarah Giovani. 2022. “COVID-19 Confinement Changed Dietary Behaviour.” 6(April):418–30.

Utami, Hesty Nurul, Eleftherios Alamanos, and Sharron Kuznesof. 2019. “Going Digital: SMEs Based Food E-Commerce Engaging Customer through Customer Needs-Driven.” Proceedings of the International Conference on Electronic Business (ICEB) 2019-Decem:526–29.

Wang, Dong, Xiao Hui Xing, and Xian Bo Wu. 2013. “Healthy Lifestyles of University Students in China and Influential Factors.” The Scientific World Journal 2013. doi: 10.1155/2013/412950.

Wills, Benjamin, and Anthony Arundel. 2017. “Internet-Enabled Access to Alternative Food Networks: A Comparison of Online and Offline Food Shoppers and Their Differing Interpretations of Quality.” Agriculture and Human Values 34(3):701–12. doi: 10.1007/s10460-017-9771-2.



  • There are currently no refbacks.

Copyright (c) 2024 Muhammad Okiba Jauhari Elfa, Hesty Nurul Utami, Zumi Saidah

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Diterbitkan Oleh :

Fakultas Pertanian Universitas Galuh

Jl. RE Martadinata No. 150 Ciamis 46274

Telepon: 0265-7602739



Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.


Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis diindeks oleh: