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All Journal Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Nafaro, Afnan Hanif
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Decision Sciences, Operations Research & Management

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The Influence of Word of Mouth, Advertising, Discounts, and Perceived Ease of Use on Purchase Decisions through Online Food Platforms Nafaro, Afnan Hanif; Alfalisyado, Alfalisyado; Purwidianti, Wida; Zamakhsyari, Luthfi
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Vol. 4 No. 1 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jambak.v4i1.16403

Abstract

The purpose of this study is to analyze the effect of word of mouth, advertising, discounts, and perceived ease of use on purchasing decisions through the GoFood service. The subjects of this study are GoFood users, with a total of 112 respondents, and the sample size is determined using Roscoe's theory. The sampling technique used is non-probability sampling with purposive sampling. The data analysis used in this study includes Tests instrument, Classical Assumption Tests, Multiple Linear Regression Tests, and Model Fit Tests. The results of this study indicate that Word of mouth has a positive and significant effect on purchasing decisions, Advertising has a positive and significant effect on purchasing decisions, Discounts have a negative and significant effect on purchasing decisions, and Perceived ease of use does not affect purchasing decisions.
Co-Authors Alfalisyado Alfalisyado, Alfalisyado Wida Purwidianti Zamakhsyari, Luthfi