SINOMICSJOURNALSINOMICSJOURNAL

International Journal of Social Science, Education, Communication and EconomicsInternational Journal of Social Science, Education, Communication and Economics

This study aims to understand how price sensitivity and limited purchasing power of students affect their purchasing decisions, and how service quality can play a role in increasing customer satisfaction and loyalty. This study is a quantitative study using a causal-comparative approach. This sampling is done using a purposive sampling technique. The researcher aims to collect data from 189 respondents with different backgrounds and characteristics. This research method uses IBM SPSS Statistics 26 software. The first hypothesis in this study is accepted because there is a positive influence between discounts on purchasing decisions. The second hypothesis can also be accepted because there is a positive influence between service quality on purchasing decisions. Price reductions in the form of discounts can increase the attractiveness of a product, make it more affordable, and motivate consumers to buy the product compared to products with normal prices. Quality service can increase customer satisfaction, which ultimately encourages consumers to make purchases. Consumers tend to prefer companies that provide a satisfying service experience because they feel appreciated and cared for. Good service quality will also increase consumer trust in the company, which is a key factor in making purchasing decisions.

The research demonstrates a significant positive influence of both price discounts and service quality on students purchasing decisions regarding online food delivery applications.These findings underscore the importance of strategic discount implementation and consistent service quality improvement for attracting and retaining student customers.Ultimately, a combination of attractive pricing and excellent service is crucial for success in this competitive market.

Further research should investigate the moderating role of brand loyalty on the relationship between price discounts and purchase decisions, as loyal customers may be less sensitive to price fluctuations. Additionally, exploring the impact of different types of service quality dimensions (e.g., responsiveness, assurance) on student satisfaction could provide more nuanced insights for service providers. Finally, a comparative study examining the effectiveness of various promotional strategies across different online food delivery platforms would be valuable for understanding best practices and optimizing marketing efforts. These investigations should consider the unique characteristics of the student demographic, such as their digital literacy and budget constraints, to provide actionable recommendations for enhancing the online food delivery experience and fostering long-term customer relationships. Understanding the influence of perceived value, beyond just price, is also crucial. Investigating the role of social media marketing and influencer endorsements on student purchasing behavior could also yield valuable insights. These studies should employ a mixed-methods approach, combining quantitative data analysis with qualitative interviews to gain a deeper understanding of student motivations and preferences.

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