The Influence of Price Discounts and Online Customer Reviews on Purchasing Decisions in Online Food Delivery Services in Bandar Lampung
Keywords:
Price Discount, Online customer review, Keputusan Pembelian, Online food delivery, Gofood
Abstract
The growth of Online Food Delivery (OFD) services in Indonesia, including Gofood, has driven competition, necessitating effective marketing strategies such as price discounts and online customer reviews. This study nalyses the influence of these two variables on food product purchasing decisions through Gofood in Bandar Lampung. The method used is a quantitative approach with a survey of 100 respondents using purposive sampling, as well as multiple linear regression analysis. The results show that price discounts and online customer reviews have a positive and significant effect on purchasing decisions (p-value 0.000 < 0.05). These findings confirm that price discounts and customer reviews are important factors that encourage consumers to make purchases through Gofood in Bandar Lampung.
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Amiliya, N. N., Hermawan, H., & Nursaidah, N. (2024). the Effect of Price Discounts, Product Quality, and Digital Promotions on Customer Satisfaction (Case Study of Gofood Users in Jember Area). Jurnal Comparative: Ekonomi Dan Bisnis, 6(2), 315. https://doi.org/10.31000/combis.v6i2.11358.
El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33(November 2019), 100604. https://doi.org/10.1016/j.tmp.2019.100604.
Gigieh Giri Putra Prianika, & Eka Bertuah. (2023). The Effect of Rating, Online Consumer Review and Sales Promotion on Purchase Intention on the Gofood Application. Formosa Journal of Sustainable Research, 2(3), 565–590. https://doi.org/10.55927/fjsr.v2i3.3477.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Irawan, D. D., Asnawi, M., & Firah, A. (2024). The Influence Of Product Differentiation And Price Discounts On Purchasing Decisions At PT. Hindo Medan. Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis, 5(2), 93–102. https://doi.org/10.46576/ijsseh.v5i2.4681.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson
Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). Marketing. Cengage Learning.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review dan Customer Rating terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Managemnt, 6(1), 139–154.
Mutiasari, A. I., Kusumastuti, A. D., Cahyani, R. R., & Haris, F. H. S. Al. (2024). Analisis Customer Rating dan Customer Review terhadap KeputusanPembelian Produk Makanan Secara Online (Studi Kasus pada Konsumen Pengguna Jasa Pesan Antar Shopee Food di Kota Solo). Jurnal Simki Economic, 7(2), 357–366.
Ni Luh Evi Maharani, N. luh E. M., & Yulianthini, N. N. (2023). Pengaruh Online Customer Review dan Price Consciousness terhadap Keputusan Pembelian pada Layanan Gofood melalui Aplikasi Gojek dengan Selera sebagai Variabel Mediasi. Bisma: Jurnal Manajemen, 9(2), 136–144. https://doi.org/10.23887/bjm.v9i2.59721.
Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://doi.org/10.38043/jimb.v7i2.3841
Sugiyono. (2019). Statistika untuk Penelitian. Alfabeta.
Published
2025-12-09
How to Cite
Dimaz Satritama Alwan, Dorothy Rouly Haratua Pandjaitan, & Nuzul Inas Nabila. (2025). The Influence of Price Discounts and Online Customer Reviews on Purchasing Decisions in Online Food Delivery Services in Bandar Lampung. International Journal of Economics, Business and Innovation Research, 5(01), 250-263. https://doi.org/10.63922/ijebir.v5i01.2660
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