The The Influence Of Price Perception On The Decision To Use The Buy Online Pick Up Feature (A Study On Users Of Digital Food Service Platforms In Bandar Lampung)

kadek adi wijaya; Maulana Agung Pratama; Gita Paramita Djausal

doi:10.63922/ijebir.v5i03.3859

kadek adi wijaya Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung
Maulana Agung Pratama Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung
Gita Paramita Djausal Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung

DOI: https://doi.org/10.63922/ijebir.v5i03.3859

Keywords: Perceived Price, Usage Decision, Buy Online Pick Up, Digital Food Service Platforms, Consumer Behavior

Abstract

This study examines how perceived price impacts the decision to use the Online PICK UP feature on digital food service platforms in Bandar Lampung. This study utilized a quantitative, explanatory research design. Data were collected through questionnaires distributed to consumers in Bandar Lampung who use digital food services such as ShopeeFood, GoFood, and GrabFood and had used the Online PICK UP feature at least once within the last six months. Total of 385 informants were selected using purposive sampling, and the data were analyzed using linear regression with IBM SPSS 27. Consequence show that perceived price has positive also significant effect on decision to use Online PICK UP feature. This means that prices perceived as affordable, reasonable, and more advantageous than delivery services encourage consumers to choose the PICK UP feature. These findings conclude that the perceived economic value of the service plays an important role in influencing consumers’ decisions to use the Online PICK UP feature.

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