CO-BRANDING ONLINE FOOD DELIVERY: PERUBAHAN MODEL BISNIS WISATA KULINER LOKAL KHAS YOGYAKARTA

Eska Nia Sarinastiti; Nabilla Kusuma Vardhani

doi:10.24198/adbispreneur.v3i3.19157

CO-BRANDING ONLINE FOOD DELIVERY: PERUBAHAN MODEL BISNIS WISATA KULINER LOKAL KHAS YOGYAKARTA

Eska Nia Sarinastiti, Nabilla Kusuma Vardhani

Abstrak

The aim of this research is examining the implementation of co-branding by the food delivery service and its influence on the local culinary tourism business model of Yogyakarta. This research uses qualitative research with an exploratory study. Data collection was conducted through semi-structured interviews with 13 owners of Yogyakarta’s local culinary. The results showed that co-branding was carried out jointly with GoFoodPartner, but if it was not incorporated into GoFoodPartner co-branding was carried out directly between GoFood and the culinary business management. As for GrabFood, co-branding is done partially to businesses that are not part of their official cooperation partners. The culinary tourism business model has been changing by online food delivery service providers. The change is they have not only done business to consumer (B2C) but then also develop its business model into Business to Business (B2B) and Business to Business to Consumer (B2B2C). It changes the business model of culinary tourism developed into a food tourism business model.

Penelitian ini mengkaji tentang implementasi co-branding oleh layanan food delivery tersebut dan pengaruhnya pada model bisnis wisata kuliner lokal khas Yogyakarta. Penelitian ini menggunakan jenis penelitian kualitatif dengan metode eksploratory. Pengumpulan data dilakukan melalui wawancara semi-terstruktur dengan 13 pelaku usaha wisata kuliner lokal khas Yogyakarta didukung observasi serta dokumentasi. Hasil penelitian menunjukan bahwa co-branding dilakukan secara bersama-sama antara GoFood dan pelaku usaha wisata kuliner yang tergabung dalam GoFoodPartner, akan tetapi jika tidak tergabung dengan GoFoodPartner co-branding dilakukan secara terpisah antara GoFood dan pelaku usaha wisata kuliner. Sementara untuk GrabFood juga demikian, co-branding dilakukan secara partial untuk pelaku usaha wisata yang bukan masuk dalam mitra kerjasamanya. Model bisnis wisata kuliner yang dilakukan terdapat perubahan dengan adanya layanan online food delivery. Perubahan tersebut terdapat pada tidak hanya business to consumer (B2C), akan tetapi model bisnisnya berkembang juga menjadi Business to Business (B2B) dan Business to Business to Consumer (B2B2C). Perubahan model bisnis tersebut mendorong perkembangan model bisnis culinary tourism menjadi model bisnis food tourism.

Kata Kunci

Co-Branding; Online Food Delivery; Business Model; Culinary Tourism; Yogyakarta

Teks Lengkap:

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