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All Journal Journal of Literacy and Education Jurnal Lentera Bisnis dan Kewirausahaan
Rungkat, Angelica
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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The Influence of Promotions and Discounts on Customer Satisfaction in GrabFood and GoFood: A Case Study of Business Administration Students at Universitas Sam Ratulangi Rungkat, Angelica; Pendong, Mikhael; Tumiwang, Marcellino; Mamuaya, Intan; Asaloei, Sandra Ingried
Journal of Literacy and Education Vol. 1 No. 1 (2025): Journal of Literacy and Education
Publisher : Yayasan Bina Lentera Insan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57207/ds9jr327

Abstract

This research aims to investigate the influence of promotions and discounts on students' preferences in using food delivery services, specifically GoFood and GrabFood. A quantitative method was employed in this study, with data collection conducted through questionnaires distributed to a sample of students. The results of data analysis indicate that promotions and discounts have a significant impact on students' decisions in choosing between GoFood and GrabFood. Students tend to prefer services that offer more attractive promotions and discounts. Additionally, factors such as ease of app usage, delivery speed, and menu variety also play crucial roles in influencing students' preferences. This research provides valuable insights for food delivery service providers like GoFood and GrabFood to design more effective promotion and discount strategies in attracting student customers. Furthermore, this research can serve as a reference for further studies in understanding consumer behavior in the food delivery industry.
Pengaruh Promosi dan Diskon Terhadap Kepuasan Pelanggan Grabfood dan Gofood : Studi Kasus Mahasiswa Jurusan Ilmu Administrasi Bisnis UNSRAT Rungkat, Angelica; Pendong, Mikhael; Tumiwang, Marcellino; Mamuaya, Intan; Asaloei, Sandra Ingried
Jurnal Lentera Bisnis dan Kewirausahaan Vol. 2 No. 1 (2025): Jurnal Lentera Bisnis dan Kewirausahaan
Publisher : Yayasan Bina Lentera Insan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57207/y8v06p77

Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh promosi dan diskon terhadap preferensi mahasiswa dalam menggunakan layanan pengiriman makanan, khususnya GoFood dan GrabFood. Metode kuantitatif digunakan dalam penelitian ini, dengan pengumpulan data melalui kuesioner yang disebarkan kepada sampel mahasiswa. Hasil analisis data menunjukkan bahwa promosi dan diskon memiliki pengaruh signifikan terhadap keputusan mahasiswa dalam memilih GoFood atau GrabFood. Mahasiswa cenderung lebih memilih layanan yang menawarkan promosi dan diskon yang lebih menarik.Selain itu, faktor-faktor seperti kemudahan penggunaan aplikasi, kecepatan pengiriman, dan variasi menu juga berperan penting dalam memengaruhi preferensi mahasiswa. Penelitian ini memberikan wawasan penting bagi penyedia layanan pengiriman makanan seperti GoFood dan GrabFood untuk merancang strategi promosi dan diskon yang lebih efektif dalam menarik pelanggan mahasiswa. Selain itu, penelitian ini juga dapat menjadi acuan bagi penelitian selanjutnya dalam memahami perilaku konsumen dalam industri pengiriman makanan.
Co-Authors Asaloei, Sandra Ingried Mamuaya, Intan Pendong, Mikhael Tumiwang, Marcellino