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All Journal SEGMEN Jurnal Manajemen dan Bisnis
Rahmadanty, Rifadia Shinta
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Economics, Econometrics & Finance

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A STUDY ON DETERMINANT FACTORS INFLUENCING PURCHASE DECISIONS OF BELIKOPI THROUGH ONLINE FOOD DELIVERY APPLICATIONS Rahmadanty, Rifadia Shinta; Asteria, Beta
SEGMEN: Jurnal Manajemen dan Bisnis Vol 22, No 1 (2026): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v22i1.9248

Abstract

Consumers’ purchase decisions are examined in this study by focusing on the roles of pricing, product quality, brand image, and technology acceptance on consumer buying choices of Belikopi through online food delivery applications in Yogyakarta. The fierce rivalry among coffee businesses operating on digital channels necessitates thorough insight into the elements that influence consumer purchasing actions.This investigation utilized a quantitative methodology conducted via a survey method. The relationships between the variables were statistically tested using a multiple linear regression approach.. Pricing, product quality, and brand image are found to possess a significant influence on buying decisions, while technology acceptance does not demonstrate a significant effect. Product quality is identified as the most influential variable determining consumer purchase decisions
Co-Authors Beta Asteria