ANALYSIS OF GENERATION Z CONSUMERS' BEHAVIOR TOWARDS PURCHASE DECISION OF ONLINE FOOD DELIVERY: STUDY ON GRABFOOD INDONESIA.

Aurelie, Pricia and Zainal, Munawaroh (2022) ANALYSIS OF GENERATION Z CONSUMERS' BEHAVIOR TOWARDS PURCHASE DECISION OF ONLINE FOOD DELIVERY: STUDY ON GRABFOOD INDONESIA. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this research is to identify the impact of Generation Z online consumer behavior on purchase decision of online food delivery, GrabFood Indonesia. There are fiver key variables that are expected to influence online consumer behavior: Individual/Consumer Characteristics, Environmental Influence, Product/Service Characteristics, Medium Characteristics, and Merchant and Intermediaries Characteristics. This research employs the quantitative method. The information was gathered by distributing questionaries to 241 Generation Z customers who downloaded and used GrabFood. The data was examined using multiple linear regressions. The questionare results are analyzed using IBM SPSS. The study findings reveal that the overall factors exert a substantial and concurrent influence. Specifically , the Merchant and Intermediaries Characteristics significantly impact consumers' food purchasing decision when utilizing GrabFood Delivery services.

Item Type: Thesis (Bachelor)
Subjects: H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.332 Young adult consumers
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Mr Arinton Sinaga
Date Deposited: 09 Dec 2024 09:52
Last Modified: 09 Dec 2024 09:52
URI: http://repository.sgu.ac.id/id/eprint/2664

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