PENGARUH PROMOSI, HARGA, BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI GOFOOD

Khamidah Eka Ariani, Rizal Ula Ananta Fauzi, Apriyanti Apriyanti

Abstract


The digital industry in start-up companies in Indonesia that includes information technology and transportation has grown very rapidly. This is also supported by the growth of technology that has an impact on online food delivery service applications. The method used in this study is a survey with a quantitative approach, where data is collected through a questionnaire using a google form with a sample size of 384 respondents, a purposive sampling technique. The data analysis technique uses Smart PLS 4.1 software. The results of the data analysis show that promotion and price do not have a significant effect on purchasing decisions, while brand image and service quality have a positive and significant effect on purchasing decisions on the GoFood application in Madiun City. It is recommended to conduct further research with different variables

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References


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