The impact of discount appeal of food ordering application on consumer satisfaction in Southeast Asia

2022. Journal of Eastern European and Central Asian Research. Vol. 9, N 6. Pp 978 - 991

TriIndra Wijaksana, Syarifuddin Syarifuddin, Pablo Farías N, Syahputra Syahputra, Tri Indra Wijaksana

Abstract:

This study aims to determine the effect of discounts on interest, selection, and satisfaction in the food and beverage ordering application service. In the current digital era, food and beverage ordering applications are widely used by the public, one of which is a food e-commerce website and application. We conducted this research with 100 respondents who are subscribers of food e-commerce websites and applications in Indonesia.  The  analysis  was  carried  out  using  path  analysis  using  the  SmartPLS  version  3. The  results  of  this study indicate that discounts have a significant and positive effect on customers' selection, interest, and satisfaction in the food e-commerce website application. The influence given is also quite significant because it is the strength of food e-commerce websites. 

Palabras claves: Keywords: discount; online food delivery; consumer behaviour; e-commerce

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