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All Journal Dinasti International Journal of Digital Business Management
Dearika Irsanyya, Kharisma
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Decision Sciences, Operations Research & Management

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The Impact of Social Media Marketing on E-Purchase Decisions Using Online Food Delivery Services Dearika Irsanyya, Kharisma; Agus Rahayu; Puspo Dewi Dirgantari; Hilda Monoarfa
Dinasti International Journal of Digital Business Management Vol. 4 No. 2 (2023): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i2.1731

Abstract

The development of the food delivery service platform is supported by the increasing prevalence of the internet and the high number of smartphone users, which has created a dearth of online marketing-savvy business opportunities. This study compares generations X, Y, and Z in West Java to see how influential social media marketing is on e-purchase decisions using online food delivery services. A descriptive quantitative approach was used in this study. The data was collected using a questionnaire that was distributed online via Google-form to 90 social media users from the West Java region. Based on the findings of the study and the discussion, it is evident that social media marketing variables have a favorable and significant impact on e-purchase decisions using online food delivery services.
Co-Authors Agus Rahayu Hilda Monoarfa Puspo Dewi Dirgantari