<![CDATA[Technological advancement has brought various innovations that can be used to fulfill numerous needs. One of the innovations is OFD (Online Food Delivery), a platform that facilitate consumers to purchase F&B products real time. This simplicity contributes to the increase of OFD industry’s users and total transactions in Indonesia. Such increase escalates competition among OFD service providers and makes them, GoFood to name one, implement strategies that can increase the purchase decision of potential and the existing consumers. One of the strategies is conducting social media marketing and giving discounts. The objective of this research is to explain the effects of social media marketing and discount on purchase decision. The sample of this quantitative explanatory research is 110 respondents, who were selected using purposive sampling technique with the criteria of active Universitas Brawijaya student who have purchased F&B products online via GoFood. The research data was harvested from questionnaires and was analyzed in IBM SPSS 26. This study finds that both social media marketing and discount have positive and significant effects on the consumer’s decision to purchase F&B products through GoFood platform.]]>
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