The INFLUENCE OF PRODUCT QUALITY, PRICE DISCOUNTS, AND PROMOTION THROUGH SOCIAL MEDIA ON GRAB FOOD USER CONSUMER PURCHASING DECISIONS

Abstract

The current increase in business competition has made business actors increasingly aggressive in implementing various strategies to increase sales volume. Technology developed to help meet needs is used as an opportunity to increase sales turnover. Grab is present as a start-up business by providing various features that can help its users in meeting and satisfying the needs and desires of Grab users. Grab Food is a feature that provides a platform for culinary businesses to reach consumers in placing orders in the culinary field, both food and beverages, without having to visit the restaurant. There are several considerations that underlie consumers in making purchasing decisions on a product. Therefore, the author wants to examine the effect of price discounts, product quality, and promotions through social media on purchasing decisions on the Grab Food service. This study uses a quantitative method, the tool used is Structural Equation Modeling (SEM). Data processing uses AMOS software version 20. A sample of 200 respondents who made purchases on the Grab Food service in the city of Solo Raya was taken. The results of the analysis show that price discounts, product quality, and promotions influence purchasing decisions.