Jurnal Ekonomi
Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret

THE IMPACT OF DIGITAL PROMOTION AND THE QUALITY OF GO-FOOD APPLICATION SERVICES ON PURCHASE DECISIONS

Bunga Aditi (Universitas Harapan Medan)
Rian Ardianto (Universitas Pertiwi)
Fachrurazi Fachrurazi (IAIN Pontianak)



Article Info

Publish Date
14 Jan 2023

Abstract

The purpose of this study is to find out and analyze the effect of Go-Food services as a media promotion on food purchasing decisions in the city of Bandung. To find out and analyze the effect of Go-Food Service Quality on food purchasing decisions in the city of Bandung. The data in this study were tested using validity and reliability tests, multiple regression analysis, coefficient of determination, f test, and t test to test the hypothesis proposed by the researcher. Based on the results of simultaneous research on digital promotion and go-food service quality, they have a positive and significant effect on purchasing decisions with a significant value of 0.015 <0.05, this test shows that the hypothesis is accepted. The digital promotion variable has a positive and significant effect on the purchase decision variable. Furthermore, the service quality variable has a positive and significant effect on the purchasing decision variable. Purchase decisions at food outlets are influenced by digital promotions and the quality of go-food services, this is evidenced by the R square value of 37.9% while the rest are influenced by other factors.

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Journal Info

Abbrev

Ekonomi

Publisher

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...