Main Article Content
Abstract
This study aims to examine the influence of price, promotion, ease of use, and brand image on consumer purchasing decisions for the GrabFood delivery service in Samarinda. The research sample consists of 100 respondents who are active GrabFood users in Samarinda, selected using a purposive sampling method.
The results of multiple regression analysis indicate that all independent variables—price, promotion, ease of use, and brand image—have a significant effect on purchasing decisions. These findings underscore the importance of implementing targeted promotional strategies to enhance purchase intention, particularly among users of the GrabFood delivery service. Therefore, the results of this study can serve as a reference for e-commerce players in formulating more effective marketing strategies to influence consumer purchasing behavior.
Keywords: Price, Promotion, Ease of Use, Brand Image, Purchase Decision
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References
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- Ayudia, Osi; Vildayanti, R. A. (2023). The Influence Of Promotion, Price And Brand Image On Purchasing Decisions (Study Of Homedoki Furniture Store Consumers In Tangerang). Brilliant International Journal Of Management And Tourism (BIJMT), 3(3), 25–35. https://doi.org/DOI: https://doi.org/10.55606/bijmt.v3i3.2156
- Aziz, Abdullah; Tiarawati, M. (2021). Pengaruh Reputasi Penjual, Kepercayaan dan Kemudahan Terhadap Keputusan Pembelian Produk Online Second Hand (Studi pada pengguna Aplikasi OLX). Jurnal Riset Manajemen Sains Indonesia (JRMSI), 12(1). https://doi.org/doi.org/10.21009/JRMSI.012.1.01
- Buchari, A. (2018). Manajemen Pemasaran & Pemasaran Jasa (Revisi). Alfabeta.
- Desy Setyowati. (2021). Transaksi Rp. 135 Triliun, Grab Ungkap Makanan Laris di GrabFood ASEAN. Katadata.Co,Id. https://katadata.co.id/digital/startup/610cee239ba4f/transaksi-rp-135-triliun-grab-ungkap-makanan-laris-di-grabfood-asean?utm_source=chatgpt.com
- Djakaria, A. Z. (2023). Pengaruh Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Pada ShopeeFood. International Journal Administration Business and Organization, 4(2), 40–49. https://doi.org/DOI: https://doi.org/10.61242/ijabo.23.267
- Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS 25. (9 ed.). Badan Penerbit Universitas Diponegoro.
- Kotler, P., & Amstrong, G. (2018). Prinsip-prinsip Pemasaran (Edisi Kedu). Penerbit Erlangga. https://www.scribd.com/document/436592785/Prinsip-Prinsip-Pemasaran-Philip-Kotler-Gary-Armstrong-Jilid-1-Edisi-12-1-pdf
- Kotler, P., Amstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19 Th Edit). Pearson (20 July 2023).
- Kotler, P., & Keller, K. L. (2016a). A framework for marketing management (sixth edit). global edition. England: Pearson.
- Kotler, P., & Keller, K. L. (2016b). Manajemen Pemasaran (Edisi 12 J). PT. Index.
- Kotler, P., & Lane, K. (2021). Marketing Management 16th Edition (16th ed.).
- Kusrihandayani, Dyah; Nurhasanah, Siti; Kadang, Tandi; Darma, I. P. (2024). Determinasi Keputusan Pembelian Melalui Aplikasi Shopee di Samarinda. Jurnal Akuntansi Keuangan Dan Bisnis (JAKB), 17(2), 199–209.
- Laksono, W. A. A. (2024). The Influence Of Grabfood Prices And Promotions On Purchasing Decisions At KFC Kedaton Bandar Lampung During The Covid-19 Pandemic. International Journal of Economics, Business and Innovation Research (IJEBIR), 3(2), 694–708.
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- Rahmana, A. C., & Widyastuti, E. (2022). Determinant of Product Purchase Decisions on The Shopee Marketplace. JIEM: Journal of Islamic Enterpreneurship and Management 2(1), 29–42. https://e-journal.iainsalatiga.ac.id/index.php/jiem/index
- Ritonga, Nursakinah; Astuti, E. S. S. (2019). THE INFLUENCE OF PERCEIVED EASE OF USE, DISCOUNT, AND PERCEIVED USEFULNESS ON INTENTION TO USE GRAB APLICATION AND IT’s IMPACT ON PURCHASE DECISION OF GRAB SERVICES. The International Journal of Accounting and Business, 27(02), 55–70. https://ijabs.ub.ac.id/index.php/ijabs/article/view/405
- Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen (Januari 20). Penerbit Deepublish.
- Salsabila, Hana Zahra; Susanto; Hitami, L. T. H. (2021). Pengaruh Persepsi Risiko, Manfaat Dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee. Jurnal Ilmiah Manajemen Kesatuan (JIMKES), 9(1), 87–96. https://jurnal.ibik.ac.id/index.php/jimkes/article/view/442/404
- Sarafil, J. (2024). GrabFood Teratas di Indonesia, Tembus Asia Tenggara. Sudut Pandang.Com. https://sudutpandang.id/grabfood-teratas-di-indonesia-tembus-asia-tenggara/
- Sektiyaningsih, Indria Sukma; Febriarhamadini, R. (2024). The Influence of Product Quality, Price, Promotion and Discount on Consumer Purchasing Decisions Using GrabFood Services. International Journal of Advanced Technology and Social Sciences (IJATSS), 2(10), 1603–1624. https://repository.ibmasmi.ac.id/assets/files/content/f_0447_20241229095335.pdf
- Setiawan, Heri; Sayuti, A. J. (2017). Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia. Journal of Business and Management, 19(05), 31–40. https://doi.org/DOI:10.9790/487X-1905033140
- Setyoadi, Mas Andrianto; Rusyda, S. (2022). Pengaruh Persepsi Kemudahan Penggunaan dan Kualitas Pelayanan Terhadap keputusan Konsumen Menggunakan Fitur Shopee Food dalam Aplikasi Shopee (Studi Kasus pada Pengguna Fitur Shopee Food di Kota Bekasi). Jurnal Vokasi Administrasi Bisnis, 4(1), 114–121.
- Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Cetakan ke). Alfabeta.
- Sugiyono. (2017). Statistik Untuk Penelitian. Alfabeta.
- Tina, Eli Agus; Hariasih, Misti; Oetarjo, M. (2024). Pengaruh Promosi, Kemudahan Pengguna, dan Online Customer Rating Terhadap Keputusan Pembelian Pada ShopeeFood (Studi Kasus Mahasiswa Universitas Muhammadiyah Sidoarjo). Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 6145–6157.
References
Al Faiz, Nuris Sulthon; Santoso, E. B. (2022). Pengaruh Promosi Penjualan dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada ShopeeFood. Jurnal Aplikasi Bisnis, 8(1), 145–150. https://doi.org/https://doi.org/10.33795/jab.v8i1.437
Alam, M. Z. Z., Agin, N. H. A., Suhaimi, S. A., Ayub, N., & Nor, A. M. (2022). Analisis of Perceived Usefulness and Ease of use on Online Shopping Intention. International Symposium & Exhibition on Business and Accounting 2022. https://doi.org/DOI: 10.15405/epfe.23081.39
Annur, C. M. (2024). Indonesia, Pasar Online Food Delivery Terbesar di Asia Tenggara. Databoks. https://databoks.katadata.co.id/infografik/2024/02/20/indonesia-pasar-online-food-delivery-terbesar-di-asia-tenggara?utm_source=chatgpt.com
Ayudia, Osi; Vildayanti, R. A. (2023). The Influence Of Promotion, Price And Brand Image On Purchasing Decisions (Study Of Homedoki Furniture Store Consumers In Tangerang). Brilliant International Journal Of Management And Tourism (BIJMT), 3(3), 25–35. https://doi.org/DOI: https://doi.org/10.55606/bijmt.v3i3.2156
Aziz, Abdullah; Tiarawati, M. (2021). Pengaruh Reputasi Penjual, Kepercayaan dan Kemudahan Terhadap Keputusan Pembelian Produk Online Second Hand (Studi pada pengguna Aplikasi OLX). Jurnal Riset Manajemen Sains Indonesia (JRMSI), 12(1). https://doi.org/doi.org/10.21009/JRMSI.012.1.01
Buchari, A. (2018). Manajemen Pemasaran & Pemasaran Jasa (Revisi). Alfabeta.
Desy Setyowati. (2021). Transaksi Rp. 135 Triliun, Grab Ungkap Makanan Laris di GrabFood ASEAN. Katadata.Co,Id. https://katadata.co.id/digital/startup/610cee239ba4f/transaksi-rp-135-triliun-grab-ungkap-makanan-laris-di-grabfood-asean?utm_source=chatgpt.com
Djakaria, A. Z. (2023). Pengaruh Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Pada ShopeeFood. International Journal Administration Business and Organization, 4(2), 40–49. https://doi.org/DOI: https://doi.org/10.61242/ijabo.23.267
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS 25. (9 ed.). Badan Penerbit Universitas Diponegoro.
Kotler, P., & Amstrong, G. (2018). Prinsip-prinsip Pemasaran (Edisi Kedu). Penerbit Erlangga. https://www.scribd.com/document/436592785/Prinsip-Prinsip-Pemasaran-Philip-Kotler-Gary-Armstrong-Jilid-1-Edisi-12-1-pdf
Kotler, P., Amstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19 Th Edit). Pearson (20 July 2023).
Kotler, P., & Keller, K. L. (2016a). A framework for marketing management (sixth edit). global edition. England: Pearson.
Kotler, P., & Keller, K. L. (2016b). Manajemen Pemasaran (Edisi 12 J). PT. Index.
Kotler, P., & Lane, K. (2021). Marketing Management 16th Edition (16th ed.).
Kusrihandayani, Dyah; Nurhasanah, Siti; Kadang, Tandi; Darma, I. P. (2024). Determinasi Keputusan Pembelian Melalui Aplikasi Shopee di Samarinda. Jurnal Akuntansi Keuangan Dan Bisnis (JAKB), 17(2), 199–209.
Laksono, W. A. A. (2024). The Influence Of Grabfood Prices And Promotions On Purchasing Decisions At KFC Kedaton Bandar Lampung During The Covid-19 Pandemic. International Journal of Economics, Business and Innovation Research (IJEBIR), 3(2), 694–708.
Putri, A. K. (2022). Pengaruh Daya Tarik Promosi, Persepsi Harga, Brand Image Terhadap Keputusan Menggunakan Go Food (Studi Kasus pada Mahasiswa Universitas Islam Malang). Unisma Repository. http://repository.unisma.ac.id/handle/123456789/4131
Rahmana, A. C., & Widyastuti, E. (2022). Determinant of Product Purchase Decisions on The Shopee Marketplace. JIEM: Journal of Islamic Enterpreneurship and Management 2(1), 29–42. https://e-journal.iainsalatiga.ac.id/index.php/jiem/index
Ritonga, Nursakinah; Astuti, E. S. S. (2019). THE INFLUENCE OF PERCEIVED EASE OF USE, DISCOUNT, AND PERCEIVED USEFULNESS ON INTENTION TO USE GRAB APLICATION AND IT’s IMPACT ON PURCHASE DECISION OF GRAB SERVICES. The International Journal of Accounting and Business, 27(02), 55–70. https://ijabs.ub.ac.id/index.php/ijabs/article/view/405
Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen (Januari 20). Penerbit Deepublish.
Salsabila, Hana Zahra; Susanto; Hitami, L. T. H. (2021). Pengaruh Persepsi Risiko, Manfaat Dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee. Jurnal Ilmiah Manajemen Kesatuan (JIMKES), 9(1), 87–96. https://jurnal.ibik.ac.id/index.php/jimkes/article/view/442/404
Sarafil, J. (2024). GrabFood Teratas di Indonesia, Tembus Asia Tenggara. Sudut Pandang.Com. https://sudutpandang.id/grabfood-teratas-di-indonesia-tembus-asia-tenggara/
Sektiyaningsih, Indria Sukma; Febriarhamadini, R. (2024). The Influence of Product Quality, Price, Promotion and Discount on Consumer Purchasing Decisions Using GrabFood Services. International Journal of Advanced Technology and Social Sciences (IJATSS), 2(10), 1603–1624. https://repository.ibmasmi.ac.id/assets/files/content/f_0447_20241229095335.pdf
Setiawan, Heri; Sayuti, A. J. (2017). Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia. Journal of Business and Management, 19(05), 31–40. https://doi.org/DOI:10.9790/487X-1905033140
Setyoadi, Mas Andrianto; Rusyda, S. (2022). Pengaruh Persepsi Kemudahan Penggunaan dan Kualitas Pelayanan Terhadap keputusan Konsumen Menggunakan Fitur Shopee Food dalam Aplikasi Shopee (Studi Kasus pada Pengguna Fitur Shopee Food di Kota Bekasi). Jurnal Vokasi Administrasi Bisnis, 4(1), 114–121.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Cetakan ke). Alfabeta.
Sugiyono. (2017). Statistik Untuk Penelitian. Alfabeta.
Tina, Eli Agus; Hariasih, Misti; Oetarjo, M. (2024). Pengaruh Promosi, Kemudahan Pengguna, dan Online Customer Rating Terhadap Keputusan Pembelian Pada ShopeeFood (Studi Kasus Mahasiswa Universitas Muhammadiyah Sidoarjo). Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 6145–6157.