App Quality and Sales Promotion on Purchase Decision Through Customer Satisfaction in Grabfood Users
DOI:
https://doi.org/10.58812/wsbm.v4i03.2971Keywords:
App Quality, Sales Promotion, Customer Satisfaction, Purchase Decision, SEM-AMOSAbstract
The competition for online food delivery services encourages digital companies to improve the quality of applications and promotional strategies to retain consumers. This study aims to analyze the influence of App Quality and Sales Promotion on Purchase Decision through Customer Satisfaction as a mediating variable in GrabFood users in Sukabumi City. The study uses a quantitative approach with the Structural Equation Modeling (SEM) method using AMOS. Data was obtained through a questionnaire to 160 GrabFood users who were selected using purposive sampling techniques. The results of the study show that App Quality and Sales Promotion have a positive and significant effect on Customer Satisfaction. App Quality also has a significant effect on Purchase Decision, while Sales Promotion has no direct effect on Purchase Decision. In addition, Customer Satisfaction has been proven to have a significant effect on Purchase Decision and acts as a mediating variable. This research shows that improving the quality of the application and user satisfaction are important factors in driving the purchase decision of GrabFood services.
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