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

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.

Keywords

• discount
• online food delivery
• consumer behaviour
• e-commerce