Factors that influence buying decisions of generation Z towards burger delivery restaurants in DKI Jakarta : a case of gofood

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Rivaldi, Ryan (2023) Factors that influence buying decisions of generation Z towards burger delivery restaurants in DKI Jakarta : a case of gofood. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

One of the most crucial things every human's needs is food, so there are many technology companies out there that can make every person's life easier by creating a platform that can make food come to you with a wide variety of it in the form of a food delivery service. One of the biggest food delivery companies in Indonesia is GoFood by gojek. One of the most popular tenant choices is fast food restaurants, which mainly offer a wide selection of food like fried chicken, burgers, and hotdogs. Because of the wide variety of choices of burger restaurants in Gofood, Consumers have to pass several stages to be able to choose where to buy. Unfortunately, there are not many studies that focus on burger restaurants in gofood. To fill this gap, this research aims to analyze the factors that influence the buying decision of generation Z towards burger delivery restaurants in Jakarta for GoFood. The purpose of this research is to help the burger restaurants in Indonesia to identify the factors that drive the buying decision of their target market. The study uses the theory of 4Ps of marketing mix in order to identify the factors that influence buying decision of generation Z in Jakarta on burger delivery restaurants available in GoFood and only limited to 4Ps of marketing mix theory. The components of the marketing mix are product, price, place, and promotion. This study is quantitative and gathers information from Jakarta-based consumers of burger restaurants available in Gofood who are aged 18 to 26 through the distribution of questionnaires. The results of this study's multiple regression analysis revealed that factors such as product, price, place, and promotion have a significant impact on generation Z's buying decision to buy burgers in GoFood.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 29 Mar 2023 08:40
Last Modified: 29 Mar 2023 08:40
URI: http://repository.ipmi.ac.id/id/eprint/1873

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