Analysis of GoFood Service's Impact on Student Purchasing Behavior in Supporting MSMEs in the Digital Era

This research aims to analyze the influence of GoFood services on student purchasingbehavior in supporting Micro, Small, and Medium Enterprises (MSMEs) in the digitalera. Using an extended Technology Acceptance Model (TAM), this study evaluates therelationship between GoFood service variables, support for MSMEs, the digital era asmediating variables, and student purchasing behavior. This research employs aquantitative method with closed questionnaires distributed to 101 students in EastJakarta who actively use GoFood services. Data were analyzed using Partial LeastSquare Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software. Theresults show that the digital era plays an important role as a mediating variable instrengthening the relationship between GoFood services and student purchasingbehavior. Directly, GoFood services do not have a significant influence on studentpurchasing behavior, but through the digital era, its influence becomes significant.Additionally, support for MSMEs has a significant influence on student purchasingbehavior, both directly and through digital era mediation. The digital era provides greatopportunities for MSMEs to increase student engagement as active consumers byproviding ease of access, efficiency, and data-driven promotions. However, the digital eradirectly does not show a significant influence on student purchasing behavior, althoughit still plays a role in creating a digital ecosystem that supports MSMEs. This researchconcludes that the digital era is a key factor in driving students' purchasing behaviortowards MSME products through the Gojek application in the GoFood service feature.Therefore, innovative digital service development strategies are needed to enhancesupport for MSMEs. This research provides practical implications for MSME actors,service providers like GoFood, and policymakers to strengthen the digital ecosystem thatsupports the growth of MSMEs in Indonesia.