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p-Index From 2020 - 2025
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All Journal Klabat Journal of Management
Putri, Adelia Sandra Swastika
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Economics, Econometrics & Finance Social Sciences

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Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City Nugroho, Aditiya Pratama; Putri, Adelia Sandra Swastika; Prabowo, Heri
Klabat Journal of Management Vol. 6 No. 1 (2025): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v6i1.1227.1-17

Abstract

This study examines the influence of discount vouchers and perceived benefits on consumer decisions to use the GrabFood online food ordering application in Semarang, Indonesia. The research seeks to analyze how these factors interact to shape user behavior, offering insights for optimizing marketing strategies in the competitive food delivery sector. Using a quantitative approach and Structural Equation Modeling Partial Least Squares (SEM-PLS) for data analysis, the study collected responses from 130 GrabFood users in Semarang. The findings indicate that both discount vouchers and perceived benefits significantly impact consumers’ decisions to adopt GrabFood. Discount vouchers not only directly enhance perceived financial savings but also strengthen users’ perceptions of the overall value of the service, thereby encouraging app usage. Additionally, perceived benefits, such as convenience and service quality, mediate the relationship between discount vouchers and user decisions. These results underscore the importance of strategic pricing and effective value communication in driving user engagement and retention within the food delivery industry
Co-Authors Aditiya Pratama Nugroho Heri Prabowo