Abstrak

The development of technology and digital transformation has brought major changes to people's consumption patterns, especially in the food delivery industry. GrabFood, as part of the Grab Super App, is one of the main players in this service in Southeast Asia, including Indonesia. The purpose of this study is to determine the effect of product quality, price, promotion, and discount on consumer purchasing decisions when using the GrabFood service. Data was collected through a survey of 100 respondents. Researchers used primary data using a questionnaire created using Google Form and distributed online to consumers who use the GrabFood application.

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