THE EFFECT OF DISCOUNTS, PROMOTIONS, AND ALGORITHM RECOMMENDATIONS ON IMPULSIVE BUYING BEHAVIOR OF NON-HALAL FOOD ON THE GOFOOD APPLICATION IN SURABAYA

Authors

  • Aurelia Tiffany Hereynzeta Universitas Ciputra Surabaya, Indonesia
  • Jessica Angeline Fonda Universitas Ciputra Surabaya, Indonesia
  • J. E Sutanto Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v10i2.19626

Abstract

This research seeks to investigate the impact of discount, promotion, and algorithm recommendation on impulsive buying of non-halal food through GoFood application in Surabaya. This research applies a quantitative approach using non-probability sampling with a purposive sampling technique. To be eligible for this study, participants had to meet the following requirements that include customers who have experience purchasing non-halal food through GoFood and actively use the application. Information was gathered via online. A total of 200 participants received and completed the research instrument and the gathered information was processed with the SPSS program. The results indicate that discount, promotion, and algorithm recommendation significantly influence consumers' impulsive buying behavior when purchasing non-halal food through the GoFood application in Surabaya.

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Published

2026-05-18

How to Cite

Hereynzeta, A. T., Fonda, J. A., & J. E Sutanto. (2026). THE EFFECT OF DISCOUNTS, PROMOTIONS, AND ALGORITHM RECOMMENDATIONS ON IMPULSIVE BUYING BEHAVIOR OF NON-HALAL FOOD ON THE GOFOOD APPLICATION IN SURABAYA. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.19626

Issue

Vol. 10 No. 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

Section

Articles

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