ANALYSIS OF FACTORS INFLUENCING PURCHASE DECISIONS ON THE GO-JEK APPLICATION GO-FOOD FEATURES
(Case Study of Students at Sebelas Maret University, Surakarta)

Ikhsanuddin Wahid

ABSTRACT

The development of technology and information in particular the internet media is access for service provider companies which nowdays grow into an accessible service for many parties. Online transportation service providers are now becomes a trending business among different levels society. Go-Food is one of the food delivery services in the online transportation company Gojek which controls the market in Indonesia. This research aims to analyze the factors that affect the decision of Sebelas Maret University students to use Go-Food services.
This study is a survey methodology with unit analysis of actif students Sebelas Maret University and using the Gojek application. The number of samples taken was 100 respondents consisting of 72 respondents have made an order at Go-Food services during one month period and 28 respondents did not place an order at Go-Food services during one month period. This study uses the logistic regression analysis using four variables consisting of brand image, discount, income and weather. The analysis result show that simultaneously the variables brand image, price cuts, and weather have a positive and significant influence on students' decisions to use Go-Food services. Meanwhile, the income variable partially has no significant effect on student decisions to use Go-Food services.
Keywords: Purchase decision on Go-Food, brand image, discount, income, weather, logistic regression.