Pengaruh Promosi, Rating Produk dan Kemudahan Penggunaan Terhadap Minat Beli Pada Aplikasi Layanan Pesan Antar Makanan Gofood (Studi Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract 

The industrial revolution 4.0 is currently being widely disseminated and has even begun to feel among people around the world. The rapid development of technology in the world has given rise to many new technologies that did not exist before. It's also accompanied by the development of information technology. PT. Gojek Indonesia is a transportation that utilizes application-based information technology. Gojek Slogan says there must be a road. All the needs and transactions can be done using Gojek application. In addition, Gojek has more than 10 services in the application. One of the mainstay feature services in the Gojek application is Gofood. When the pandemic began in Indonesia, GoFood services experienced a decline in demand of up to 76%. The purpose of this study is to find out and analyze the promotion, product rating and ease of use toward the purchasing interest on the GoFood delivery service application. The population in the study were active undergraduate students at the Islamic University of Malang and users of the GoFood application. The approach method uses non-probability sampling, namely purposive sampling, which is a sample collection technique based on certain criteria using a questionnaire distributed to 65 respondents. The results showed that partial promotion, product rating and easier use have a significant impact on interest in buying. While simultaneous promotions, product ratings and easier usage are significant.

Keywords: Promotion, Product Rating, Ease of Use, Buying Interest