Technology helps MSMEs to increase sales and expand their sales channels. Currently there is a special m-commerce option for online food delivery. In Indonesia, there are already several brands of m-commerce platform providers used by MSMEs. This study aims to look at the choice of MSMEs in using online food delivery and what factors are the reasons. This study uses a qualitative approach, involving 72 F&B businesses using online food delivery in Bandung, Indonesia. Data was collected through an online survey. Data analysis used two coding steps and used cross-case analysis to obtain the results. The results obtained from this study are divided into two results, the first are those who use the platform and those who do not. Both have decisive factors in use. This research is useful for MSMEs facilitators to find out the patterns that occur in the field. Practically speaking, this research also helps online food delivery platforms to increase the pull factors in their use, so that they can help MSMEs develop their business more broadly.
MSMEs, e-business, m-commerce, online food delivery, innovation