PENGARUH PROMOSI, TEKNOLOGI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MAKANAN SECARA ONLINE

Authors

  • Elistya Rimawati STMIK Sinar Nusantara, Indonesia
  • Ari Wibowo STMIK Sinar Nusantara, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10271

Abstract

The general public uses digital media for almost all their activities and mobility, such as conducting digital trade transactions. This has changed the paradigm of society in conducting trade transactions from conventional methods to modern or digital technology. One of these digital trading activities is buying food online. People need online food purchases because they are more effective and efficient than offline purchases. So the online dining business is growing rapidly. Business actors must have a business strategy in order to face this challenge. This research was conducted to find out and prove whether online food purchase decisions are influenced by promotions, technology, and lifestyle. The population in this study are students who have purchased food online. Samples were taken from as many as 104 respondents with a purposive sampling method. Data collection techniques using a questionnaire with a Likert scale. The data analysis technique used is descriptive and inferential analysis. This study uses the SmartPLS program to analyze the data. The results of this study indicate that promotion and lifestyle have a significant effect on online food purchasing decisions. The result of calculating the value of the determinant coefficient R2 Structural Model is 0.64

Author Biographies

Elistya Rimawati, STMIK Sinar Nusantara

Sistem Informasi

Ari Wibowo, STMIK Sinar Nusantara

Sistem Informasi D3

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Published

2023-08-30

How to Cite

Rimawati, E., & Wibowo, A. (2023). PENGARUH PROMOSI, TEKNOLOGI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MAKANAN SECARA ONLINE. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10271

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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