Abstract

Author:
Hilda

Doi: 10.26480/bosoc.01.2024.40.43

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This research aims to analyze market share and competitive strategies in online food delivery services in Indonesia and Southeast Asia. Consumer behavior theory is used as a conceptual framework to understand consumer preferences and decisions in the context of online food delivery services. The research method used is a quantitative descriptive approach using data from reports presented by Katadata.co.id based on information from Momentum Works. This data was analyzed descriptively using statistical methods to describe the characteristics of consumer behavior in online food delivery services in Southeast Asia. The findings of this research show market dominance by several major players, such as GrabFood and GoFood in Indonesia and GrabFood in Thailand, which has the potential to hinder healthy competition and long-term innovation in the online food delivery service industry. The pressure to achieve sustainable profitability also drives companies to rely on subsidies, which can become unsustainable if not maintained over the long term. In addition, uneven market growth throughout the Southeast Asia region shows an imbalance in market growth in the region. This research concludes that it is important to strike a balance between market growth, healthy competition, and sustainable profitability to ensure an online food delivery service ecosystem that is sustainable and beneficial for both consumers and companies.