The Impact of Social Media Marketing on E-Purchase Decisions Using Online Food Delivery Services

Authors

  • Kharisma Dearika Irsanyya Universitas Pendidikan Indonesia, West Java, Indonesia
  • Agus Rahayu Universitas Pendidikan Indonesia, West Java, Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia, West Java, Indonesia
  • Hilda Monoarfa Universitas Pendidikan Indonesia, West Java, Indonesia

DOI:

https://doi.org/10.31933/dijdbm.v4i2.1731

Keywords:

Social Media Marketing, E-Purchase Decision, Online Food Delivery, Generation X, Y Z

Abstract

The development of the food delivery service platform is supported by the increasing prevalence of the internet and the high number of smartphone users, which has created a dearth of online marketing-savvy business opportunities. This study compares generations X, Y, and Z in West Java to see how influential social media marketing is on e-purchase decisions using online food delivery services. A descriptive quantitative approach was used in this study. The data was collected using a questionnaire that was distributed online via Google-form to 90 social media users from the West Java region. Based on the findings of the study and the discussion, it is evident that social media marketing variables have a favorable and significant impact on e-purchase decisions using online food delivery services.

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Published

2023-02-26

Issue

Vol. 4 No. 2 (2023): Dinasti International Journal of Digital Business Management (February - March 2023)

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