PENGARUH KEMUDAHAN PENGGUNAAN APLIKASI, VOUCHER PROMO APLIKASI, DAN HARGA ONGKIR TERHADAP KEPUTUSAN PENGGUNAAN LAYANAN GRABFOOD DI KOTA MALANG

The study on the GrabFood application aimed to analyze the influence of ease of use, promotional vouchers, and delivery fees on the decision to use GrabFood services in Malang City. This study employed a quantitative approach with a causal associative research design. Data were collected through the distribution of questionnaires to 120 respondents who were GrabFood users in Malang City and had conducted at least two transactions in the last two months, using a purposive sampling technique.Data analysis was carried out using multiple linear regression with the assistance of SPSS software, supported by validity, reliability, and classical assumption tests. The results showed that promotional vouchers and delivery fees had a positive and significant effect on the decision to use GrabFood services, while ease of use did not have a significant effect. This indicated that consumers tended to consider economic aspects more than ease of use, which was already perceived as a basic standard in similar applications.This study was expected to provide theoretical contributions to the field of marketing management and serve as practical consideration for companies in designing more effective promotional strategies and pricing policies.