Pengaruh Kepercayaan, Kenyamanan dan Promosi terhadap Keputusan Penggunaan Aplikasi Online Food Delivery (OFD)

Studi Kasus: Pengguna Gofood dan Maxim Food di Kota Ambon

Authors

  • Aprillianti Jeane Matulessy Politeknik Negeri Ambon
  • Arthur Sitaniapessy Politeknik Negeri Ambon
  • Marie Ch Tahalele Politeknik Negeri Ambon

DOI:

https://doi.org/10.32585/jbfe.v6i2.7578

Keywords:

Convenience, Online Food Delivery, Promotion, Trust, Usage Decision

Abstract

This study aims to analyze the influence of trust, convenience, and promotion on the decision to use online food delivery applications among GoFood and Maxim Food users in Ambon City. The research method uses a quantitative approach with purposive sampling technique involving 120 respondents. Data were collected through online questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS version 25 software. The results show that trust has a significant positive influence on usage decisions with a t-value of 9.807, convenience has a significant positive influence with a t-value of 6.495, and promotion has the most dominant significant positive influence with a t-value of 18.386. The three variables explain 89.6% of the variation in usage decisions. Although all three variables have significant effects, the levels of trust, convenience, and promotion are still in poor categories. The research findings imply that service providers need to improve transaction transparency, simplify application interfaces, and optimize promotional strategies to increase competitiveness in the online food delivery service industry.

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Published

2025-12-31

How to Cite

Matulessy, A. J., Sitaniapessy, A., & Tahalele, M. C. (2025). Pengaruh Kepercayaan, Kenyamanan dan Promosi terhadap Keputusan Penggunaan Aplikasi Online Food Delivery (OFD): Studi Kasus: Pengguna Gofood dan Maxim Food di Kota Ambon. Journal of Business, Finance, and Economics (JBFE), 6(2), 310–318. https://doi.org/10.32585/jbfe.v6i2.7578

Issue

Vol. 6 No. 2 (2025): Desember : Journal Of Business, Finance, and Economics (JBFE)

Section

Articles

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