The Influence of Product Quality, Price, Promotion and Discount on Consumer Purchasing Decisions Using GrabFood Services

Indria Sukma  Sektiyaningsih; Rochayati  Febriarhamadini

doi:10.59890/4m813e90

Authors

Indria Sukma Sektiyaningsih Institut Bisnis dan Multimedia ASMI Author
Rochayati Febriarhamadini Institut Bisnis dan Multimedia ASMI Author

DOI:

https://doi.org/10.59890/4m813e90

Keywords:

Product Quality; Price; Promotion; Discount; Purchase Decision

Abstract

The development of technology and digital transformation has brought major changes to people's consumption patterns, especially in the food delivery industry. GrabFood, as part of the Grab Super App, is one of the main players in this service in Southeast Asia, including Indonesia. The purpose of this study is to determine the effect of product quality, price, promotion, and discount on consumer purchasing decisions when using the GrabFood service. Data was collected through a survey of 100 respondents. Researchers used primary data using a questionnaire created using Google Form and distributed online to consumers who use the GrabFood application.The technique used for sampling is non-probability sampling. Respondents are consumers who have used the GrabFood application. A variant-based Structural Equation Modeling (SEM) approach was used for data processing using Smart PLS (Partial Least Squares) software version 3. The results showed that product quality has a positive and significant effect on purchasing decisions, price has no effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions and discounts have a positive and significant effect on purchasing decisions. The results of this study are expected to provide input to improve and develop the GrabFood business

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