Analysis of Students' Perception of Quality Ghost Kitchen Services (Case Study on Students in Semarang City)

Abstract

Ghost Kitchen is a type of restaurant that offers online delivery and takeaway. The ghost kitchen business can optimize the delivery system by working with a trusted food delivery service. This study aims to analyze student perceptions of the quality of ghost kitchen services in the city of Semarang. The research method used is a qualitative research method by collecting data through in-depth interviews and observation. The research subjects consisted of 3 students and 3 ghost kitchen entrepreneurs in Semarang City. This study focuses on the dimensions of reliability, certainty, tangible, and responsiveness in ghost kitchen services. Data were analyzed continuously throughout the study. In addition, this research will be complemented by a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the ghost kitchen. The results showed that students in Semarang City tend to choose food delivery service platforms that are easy to use, choose well-known restaurants, pay attention to quality and price, like a variety of choices, and like food delivery services that are fast and safe. The results of this study are expected to provide students with an understanding of the quality of ghost kitchen service and provide recommendations for improving the quality of this service.