Fahmi, Syahrul (2025) Pengaruh Diskon pada fitur Go-food terhadap Keputusan Pembelian (Studi pada Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

One service-based application that provides food purchases is Gojek through the Go- food feature. The availability of discount vouchers in this application has an influence on its users, including students. This study was conducted to determine how much influence the promotion of discount vouchers on the Gofood feature has on the food purchasing decisions of Riau Islamic University students. This research uses quantitative methods with a descriptive approach. The data was collected by distributing questionnaires via google form to students at Riau Islamic University, namely active students in the 2021/2022 batch. The total population is 28,362 undergraduate students from 9 existing faculties. Based on the slovin formula, 100 respondents were obtained. The sampling technique in this study is Startifed random sampling. The theory used is the theory The Stimulus–Response (S-R) theory is one of the most fundamental communication models. This theory was born from the influence of psychology, particularly behaviorism. the promotion of discount vouchers on the Go-Food feature on food purchasing decisions in the Gojek application of 0.581, which means that the promotion of discount vouchers has an influence of 58.2%.. While the remaining 52,7% is influenced by other variables not observed in this study. Based on hypothesis testing, the results show that t count is 9,831 > t table of 1.987 or significance 0.000 <0.05. It can be interpreted that Ho is rejected and Ha is accepted, which means that Ho is rejected and Ha is accepted.

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