PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN APLIKASI GRABFOOD SELAMA COVID-19

Abstrak

The development of the world creates intense competition. Various ways are done in order to get customers and keep them. One of the strategies used by companies to win the competition is with good service quality. Customers are interested in buying a product or service because of good service quality. This study aims to determine the effect of price, promotion and service quality on consumer purchasing decisions for the GrabFood application during the Covid19 period at the International Bali University. The sample in this study were 72 International Bali University students where the results of data collection were processed using confirmatory factor analysis (CFA) techniques. The results of the study prove that Grabfood is still the best choice for students at the International Bali University because of its price, promotion and service quality. Promotion is the main goal of students to survive using Grabfood. In addition, the service quality of the drivers is also one of the good benefits received by students of the International Bali University. Business actors are expected to provide affordable prices and pay attention to the benefits received by consumers as well as improvements in service quality. Keywords: price, promotion, service quality, purchase decision,