Driving Sales in the Platform Economy: The Role of Taste and Promotion in Chaipao Asiok Purchases through GrabFood
DOI:
https://doi.org/10.37385/ijedr.v6i3.8073Keywords:
Taste, Promotion, Purchase Decisions, Digital EconomyAbstract
This study aims to examine the economic influence of taste and promotional strategies on consumer purchase decisions for Chaipao Asiok through the GrabFood application. As food delivery platforms become increasingly dominant in the digital economy, understanding key consumer drivers such as sensory experience (taste) and marketing efforts (promotion) is critical for business sustainability. The study population comprises all Chaipao Asiok consumers who ordered via the GrabFood application from 2020 to 2024. A total of 130 respondents were selected using purposive sampling. Data were collected through questionnaires, interviews, and documentation. The analytical method employed was multiple linear regression. The findings reveal that both taste and promotion have a positive and statistically significant impact on consumer purchase decisions. These results highlight the economic value of strategic flavor development and promotional engagement in enhancing consumer behavior within the food delivery ecosystem.
References
Adiba, A. (2016). Pengaruh suasana toko dan lokasi terhadap minat beli konsumen. Jurnal Manajemen dan Bisnis, 3(1), 45–56.
Ali, H., & Novansa, H. (2017). Purchase decision model: Analysis of consumer behavior in purchasing decisions. International Journal of Business and Management Invention, 6(1), 1–6.
Dalal, S., Chiem, N., Karbassi, N., Liu, Y., & Monroy-Hernández, A. (2023). Understanding human intervention in the platform economy: A case study of an indie food delivery service. arXiv preprint arXiv:2303.03523. https://arxiv.org/abs/2303.03523
Damara, D. P., & Dianita, I. A. (2023). Effect of sales promotion on brand loyalty GrabFood. Business Journal: Jurnal Bisnis dan Sosial, 9(2). https://doi.org/10.25124/businessjournal.v9i2.5656
Hanifah, N., & Wulandari, R. (2021). The influence of online customer reviews, ratings, and brand image of millennial e-commerce consumers in Indonesia on purchase decision with trust as a mediator. International Journal of Economics, Business and Management Research, 5(7), 166–182.
Hwang, J., Kim, H., & Kim, W. (2020). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management, 32(1), 346–364. https://doi.org/10.1108/IJCHM-05-2020-0477
Jayadi, J., Permatasari, B., & Candra, A. (2022). Marketing mix analysis of purchasing decisions through the GrabFood application in Bandar Lampung. JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia), 8(2), 123–134. https://doi.org/10.32493/JJSDM.v8i2.45158
Lee, S., & Lee, D. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
Li, J., Sun, A., Ma, W., Sun, P., & Zhang, M. (2024). Recommender for its purpose: Repeat and exploration in food delivery recommendations. arXiv preprint arXiv:2402.14440. https://arxiv.org/abs/2402.14440
Madani, B., & Alshraideh, H. (2021). Predicting consumer purchasing decision in the online food delivery industry. arXiv preprint arXiv:2110.00502. https://arxiv.org/abs/2110.00502
Munte, R. N., Girsang, R., & Safitri, A. (2020). Pengaruh online consumer review dan rating terhadap kepercayaan dan minat marketplace Shopee. Jurnal Education and Development, 8(3), 187–192. https://doi.org/10.37081/ed.v8i3.1910
Pradini, G., Febrianti, N. A., & Kusumaningrum, A. P. (2021). Impact of promotion mix on GrabFood merchant customer purchase decision in Jabodetabek. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(2), 345–356. https://doi.org/10.33258/birci.v4i2.4908
Prastito, B. H., & Wardi, Y. (2023). Systematic literature review: Online food delivery purchasing decisions in Indonesia. Journal of Social Research, 3(2), 89–102. https://doi.org/10.55324/josr.v3i2.1943
Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The effect of online customer review and promotion through e-trust on the purchase decision of Bukalapak in Medan City. International Journal of Research and Review, 8(8), 236–243. https://doi.org/10.52403/ijrr.20210833
Samiono, B. E., & Pratiwi, R. (2023). Analisis perbandingan purchase intention pada aplikasi online food delivery (OFD) di Indonesia. Asian Journal of Innovation and Entrepreneurship, 8(2), 67–78. https://doi.org/10.20885/ajie.vol8.iss2.art5
Sari, T. R., & Mustaqim, M. (2024). Keputusan pembelian: Customer review dan customer rating dengan trust sebagai variabel mediasi (Studi pada GrabFood). Jurnal Informatika Ekonomi Bisnis, 6(1), 215–220. https://doi.org/10.37034/infeb.v6i1.829
Surahman, B., & Winarti, W. (2021). Analisis Pengaruh Cita Rasa Terhadap Kepuasan Pelanggan HR Coffe SP. Empat Bebesen. Gajah Putih Journal of Economics Review, 3(2), 26–45.
Tobing, N., Hoesin, W., & Subagja, I. K. (2023). The effect of promotion and service quality on purchase decisions through purchase interest on GrabFood application in East Jakarta. International Journal of Business and Social Science Research, 3(10). https://doi.org/10.47742/ijbssr.v3n10p3
Wijaksono, A. T., & Tuti, M. (2023). The influence of taste and packaging on purchase decisions and repurchase intentions. Jurnal Manajemen dan Kewirausahaan, 15(1), 45–56. https://doi.org/10.26905/jmdk.v15i1.12325
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2020). Consumer attitudes and purchase intentions toward food delivery platform services. Sustainability, 12(23), 10177. https://doi.org/10.3390/su122310177
Zhang, Y., Fan, Y., Liu, P., Xu, F., & Li, Y. (2024). Cyber food swamps: Investigating the impacts of online-to-offline food delivery platforms on healthy food choices. arXiv preprint arXiv:2409.16601. https://arxiv.org/abs/2409.16601
