Analysis of the Effect of GoFood Services on Increasing Food Sales (Case Study of Culinary MSMEs Around Kajen Square, Pekalongan)

Abstract

This research was carried out with the aim of analyzing the influence of GoFood services on increasing food sales or culinary MSMEs around Alun-Alun Kajen, Pekalongan. This research uses a qualitative method with a descriptive approach. Data was collected through primary and secondary data. Primary data was obtained in two ways, namely interviews with five food traders and direct observation around Kajen Square, Pekalongan. Secondary data was obtained from relevant previous studies. The research results show that GoFood services have a significant positive impact on increasing sales of Culinary MSMEs around Kajen Square. The benefits obtained include ease of transactions, price stability, effective promotions, increased market reach, and flexibility in stock management. GoFood also helps improve reputation and expand customer reach without the need to add physical infrastructure. However, some problems such as dissatisfaction with delivery times and food quality still require improvement. In conclusion, GoFood services help culinary MSMEs around Kajen Square to compete in an increasingly competitive market and increase their income. This research suggests that GoFood continues to improve the quality of delivery services and support MSMEs in making maximum use of the platform.