The Influence of Service Quality, Promotion, and Price on Gen Z Purchasing Decisions in Jakarta on the Gofood Application
DOI:
https://doi.org/10.59693/insoma.v2i1.34Keywords:
Service Quality, Promotion, Price, Purchasing DecisionsAbstract
One food ordering application that is very popular with consumers is GoFood. The aims of this research are (1) to determine the influence of service quality on Gen Z purchasing decisions at GoFood, (2) to determine the influence of promotions on Gen Z purchasing decisions at GoFood, (3) to determine the influence of price on Gen Z purchasing decisions at GoFood , (4) To determine the influence of service quality, promotions and prices on Gen Z purchasing decisions at GoFood. This research uses a quantitative approach with descriptive percentage analysis methods and correlation analysis. This data analysis technique uses the SPSS 27 application. This data collection
technique is carried out through questionnaires, with a sample size of 271 respondents. From the partial test results, it is clear that each variable influences Gen Z purchasing decisions on the GoFood application. Therefore, the simultaneous test results of Service Quality, Promotion and Price have a positive and significant effect on Gen Z Purchasing Decisions on the GoFood Application.
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