The Effect of Digital Campaign on Purchase Decisions through Consumer Purchase Intention for GrabFood Application

Aulia Marhamah, Btari Mariska Purwaamijaya, Rusani Jaelani

Abstract


The post-pandemic economic recovery is inseparable from the influence of digitalization, the phenomenon of digitalization has an impact on the behavior of consumers who want something quickly, efficiently and flexibly. This also has an impact on consumer behavior patterns in consuming food where people use food delivery services through applications. The fact is that Indonesian people use the delivery service at least once a week. Indonesia is also the largest market share for food delivery services in Southeast Asia. Food delivery service providers in Indonesia
are GoFood, GrabFood and ShopeeFood. GrabFood dominates the competition for food delivery services in Southeast Asia but not in Indonesia. This can be a threat to GrabFood because it cannot control the highest market share in Southeast Asia. consumer buying interest. This study used a quantitative method with nonprobability sampling and sample selection was taken with special criteria as many as 90 respondents who were users of the GrabFood application. Data collection used an online questionnaire which was distributed via the Google form link to the respondents. The analytical method used is path analysis to see the mediating effect of buying interest variables with the help of the IBM SPSS 25 program. positive effect on purchasing decisions. Then buying interest is proven to be able to mediate the influence of digital campaigns on purchasing decisions.


Keywords


Digital Campaign, Purchase Decision, Purchase Intention,GrabFood

Full Text:

PDF

References


Bandung: Alfabeta.

Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM

Google, Temasek, & Bain. (2022). E-Conomy Sea 2022. Service Google.

HAFINA, A., RUSMANA, N., RAMDHANI, R. N., & GUNTARA, R. G. APPLICATION OF EVALUATION AND SUPERVISION MODEL OF COUNSELLING SKILLS: IMPLEMENTATION, TESTING, AND INTEGRATION.

Herdiana, O., Maulani, S., & Firdaus, E. A. (2021). Strategi Pemasaran Produk Industri Kreatif Menggunakan Algoritma K-Means Clustering Berbasis Particle Swarm Optimization. Nuansa Informatika, 15(2), 1-13.

Kotler, P. (2011). Manajemen Pemasaran di Indonesia : Analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta: Salemba Empat.

Kotler, P., & Amstrong, G. (2012). Dasar Dasar Pemasaran Jilid I. Prenhalindo.

Kusumawardhani, S. (2022). Riset Tenggara Strategics: Pasca Pandemi, Permintaan Layanan Pesan Antar Makanan Tetap Tinggi. Jakarta: Tenggara Strategics.

Kusumawardhani, S. (2022). Survei Persepsi &

Liu, Y. Y., & Lace, N. (2021). The performance of digital campaign for smart tourism and online purchasing- the case of China ., International Institute of Informatics and Sytemics, 155-160.

Mandiri, A. T. K. U. M., Abdullah, M. M., Saputra, A. B., Nabilaturrahma, N., Khairunnisa, N., Ardiansah, R., & Maesaroh, S. S. (2022). Analisis Manajemen Risiko Usaha (Studi Kasus Burgerchill). IJEEM-Indonesian Journal of Environmental Education and Management, 7(1), 14-26.

Nazara, S. (2022). Pertumbuhan Ekonomi Indonesia Cukup Impresif Pada Kuartal II 2022. Kementrian Keuangan.

Perilaku Konsumsi Online Food Delivery (OFD) di Indonesia. Jakarta: Tenggara Strategics.

Prehanto, A., & Aprily, N. M. (2021). The Existence of Cartooning Education in Semarang City. Indonesian Journal of Curriculum and Educational Technology Studies, 9(1).

Prehanto, A., & Nuyadin, A. Analysis of Curriculum Implementation In Elementary School. Indonesian Journal of Primary Education, 6(2), 193-199.

Prehanto, A., Aprily, N. M., Merliana, A., & Nurhazah, M. (2021). Interactive-Animative Learning Videos as an Instructional Medium for Social Studies Learning for Elementary School During the Covid 19 Pandemic. Indonesian Journal of Primary Education, 5(1), 32-38.

Prehanto, A., Aprily, N. M., Merliana, A., & Nurhazanah, M. (2021). Video pembelajaran interaktif-animatif sebagai media pembelajaran IPS SD kelas tinggi di masa pandemi covid 19. Indonesian Journal of Primary Education, 5(1), 32-38.

Prehanto, A., Nuryadin, A., Rachmani, N. N., & Azizah, I. N. (2022). Thematic Teaching Media Development for Counseling Guidance in Primary Schools: A Need Analysis. Jurnal Pendidikan Humaniora, 10(4).

Purwaamijaya, B. M., Herdiana, O., Prehanto, A., Maesaroh, S. S., & Guntara, R. G.(2022). Pelatihan Optimalisasi Pemasaran Produk UMKM Melalui Sosial Media Tiktok. JURNAL ILMIAH PENGABDIAN DAN INOVASI, 133-140.

Ramadhany, A. P., & Nopebrianti, N. (2022). The Effect of Promotion on Consumer Purchase Decisions for GrabFood (Study in The City of Tasikmalaya). International Journal Administration, Business and Organization, 7-18.

Sakinah, N., & Firmansyah, F. (2021). Kualitas Produk dan Harga Terhadap Keputusan Pembalian dengan Minat Beli Sebagai Variabel Intervening . Jurnal Ilmiah Manajemen dan Bisnis, 192-202.

SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif dan R&D.

Works, M. (2021). Pangsa Pasar Pesan-Antar Makanan Tertinggi di Asia Tenggara . Data Indonesia.




DOI: https://doi.org/10.17509/ijdb.v4i1.59250

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author: Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
View My Stats