The Influence of Service Quality, Price, and Promotion on GoFood Food Delivery Purchase Decisions in Medan City

Daniel Selvan Sinaga; James Piter Simatupang; Roza Maya Sari; Efry Kurnia

doi:10.63922/ijebir.v4i04.2061

Daniel Selvan Sinaga Faculty of Economics, Management Study Program, Prima Indonesia University
James Piter Simatupang Faculty of Economics, Management Study Program, Prima Indonesia University
Roza Maya Sari Faculty of Economics, Management Study Program, Prima Indonesia University
Efry Kurnia Faculty of Economic and Business, Universitas Muhammadiyah Sumatera Utara

DOI: https://doi.org/10.63922/ijebir.v4i04.2061

Keywords: Service Quality, Price, and Promotion Purchasing Decisions

Abstract

This research examines the influence of service quality, price, and promotion on purchasing decisions for the GoFood application in Medan City. The backdrop is the rapid development of information technology, which pushes companies to continuously innovate. GoFood, as a food delivery service, once dominated the market, but data indicates a significant decline in user interest in Medan from 2023 to 2024, with GrabFood now leading the market. This decline is attributed to several factors. Consumers have complained about GoFood's service quality, including delivery delays and damaged orders. In terms of price, GoFood is perceived as higher compared to its competitors. Furthermore, GoFood's promotional activities are considered less aggressive than GrabFood's. The objective of this study is to analyze the partial influence of service quality, price, and promotion, as well as their simultaneous influence, on GoFood purchasing decisions in Medan City. Purchasing decisions are defined as a series of steps consumers take, influenced by internal and external factors. Service quality is the degree of difference between customer expectations and their perceptions of the service received. Price is the exchange value for a product or service, and promotion encompasses all forms of communication used by companies to persuade and influence consumers. This research employs a quantitative method with a causal/explanatory approach. The study was conducted in Medan City from November 2024 to June 2025. The research population consists of GoFood application users in Medan, with a sample of 80 respondents determined by multiplying the number of indicators (16) by five. Data was collected via questionnaires and analyzed using data quality tests (validity and reliability) and classical assumption tests (normality, multicollinearity, heteroscedasticity). Multiple linear regression analysis and hypothesis testing (t-test and F-test) were used to examine the influence of the variables.The results indicate that service quality and promotion have a significant partial influence on GoFood purchasing decisions in Medan City. However, price does not have a significant partial influence. Simultaneously, service quality, price, and promotion collectively have a significant influence on GoFood purchasing decisions in Medan City.

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