<![CDATA[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.]]>
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