GAYA HIDUP MEMODERASI PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE FOOD DELIVERY DI MASA PANDEMI COVID-19 (Studi Empiris pada Pengguna Grabfood di Kota Madiun)

Abstract

Abstract

This study aims to determine the effect of service quality and promotion on online food delivery purchasing decisions for Grabfood users in Madiun City with lifestyle as a moderating variable. The method used in this study is a quantitative method. The source of data used in this study is primary data in the form of questionnaire results. The research sample is Grabfood users in Madiun City totaling 384 people. The data analysis technique used Moderate Regression Analysis (MRA), which was processed using SPSS version 23. The results showed that service quality had a positive and significant effect on purchasing decisions. Lifestyle is able to moderate the influence of service quality on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Lifestyle is able to moderate the effect of promotion on purchasing decisions.

 Keywords: Service Quality, Promotion, Lifestyle, and Purchase Decision