THE IMPACT OF PROMOTION STRATEGIES IN GOFOOD PLATFORM TO CUSTOMER PURCHASE DECISION : CASE STUDY OF EATZY INDONESIA

• Main Author: Ahmad Dakhilullah, Hafizh
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75660
• Institution: Institut Teknologi Bandung

The growth of internet users in Indonesia is increasing from year to year, almost half of the Indonesian population are internet users. From the data obtained by Turangga Research, Indonesia has a high transaction value for the online food industry which reaches 78.4 trillion rupiah. There are 3 major players in the online food industry in Indonesia, and GoFood is one of the largest online food delivery platforms in Indonesia that has many users. Eatzy Indonesia as a company engaged in the food industry wants to expand its sales channels to online means. Seeing the potential, Eatzy Indonesia partnered with GoFood to sell its retail food products through the platform. As a new partner of GoFood, Eatzy Indonesia needs to know effective ways to get sales, one of which is by utilizing the promotional features provided by GoFood. Therefore, this study aims to analyze the effect of promotional strategies on customer purchase decisions for GoFood's new partner, Eatzy Indonesia. This study will analyze Eatzy Indonesia GoFood data performance using Conversion Rate Analysis and calculate 144 GoFood service users that have made a purchase at least once using survey methods with Multiple Linear Regression as a data processing method using Statistical Package for the Social Sciences (SPSS) software. The result is that the promotional strategies provided by GoFood (GoFood Search Ads, GoFood Category Ads, and GoFood Menu Discounts) have a positive influence on customer purchase decisions. And Iklan Kategori GoFood is the most impactful promotion program to purchase decisions.