Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City
Abstract
This study examines the influence of discount vouchers and perceived benefits on consumer decisions to use the GrabFood online food ordering application in Semarang, Indonesia. The research seeks to analyze how these factors interact to shape user behavior, offering insights for optimizing marketing strategies in the competitive food delivery sector. Using a quantitative approach and Structural Equation Modeling Partial Least Squares (SEM-PLS) for data analysis, the study collected responses from 130 GrabFood users in Semarang. The findings indicate that both discount vouchers and perceived benefits significantly impact consumers’ decisions to adopt GrabFood. Discount vouchers not only directly enhance perceived financial savings but also strengthen users’ perceptions of the overall value of the service, thereby encouraging app usage. Additionally, perceived benefits, such as convenience and service quality, mediate the relationship between discount vouchers and user decisions. These results underscore the importance of strategic pricing and effective value communication in driving user engagement and retention within the food delivery industry
References
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Ali, S., Khalid, N., Javed, H. M. U., & Islam, D. M. Z. (2021). Consumer adoption of online food delivery ordering (Ofdo) services in pakistan: The impact of the covid-19 pandemic situation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 1–23. https://doi.org/10.3390/joitmc7010010
Allah Pitchay, A., Ganesan, Y., Zulkifli, N. S., & Khaliq, A. (2022). Determinants of customers’ intention to use online food delivery application through smartphone in Malaysia. British Food Journal, 124(3), 732–753. https://doi.org/10.1108/BFJ-01-2021-0075
Anonim. (2022). Layanan Pesan Antar Makanan Favorit Anak Muda 2022. https://goodstats.id/infographic/layanan-pesan-antar-makanan-favorit-anak-muda-2022-VpyFs
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110. https://doi.org/10.1108/SAJBS-04-2017-0048
Cahyono, T. D., & Ananda, N. A. (2022). Consumer satisfaction of marketplace users in Indonesia. Asian Journal of Economics, Business and Accounting, 22(19), 140–148. https://doi.org/10.9734/ajeba/2022/v22i1930665
Chell, K., White, C., Karki, S., & Davison, T. E. (2021). An Australian trial of the effectiveness of a discount reward to increase plasma donor retention and frequency of donation. ISBT Science Series, 16(2), 188–195. https://doi.org/10.1111/voxs.12625
Deng, Z., Hong, Z., Ren, C., Zhang, W., & Xiang, F. (2018). What predicts patients’ adoption intention toward mhealth services in China: Empirical study. JMIR MHealth and UHealth, 6(8), 1–14. https://doi.org/10.2196/mhealth.9316
Dengah, J. A., & Indrajit, I. (2024). Online Base Transportation Service Quality and Customers Satisfaction Analysis. Klabat Journal of Management, 5(2), 156-166.
Fahlevi, P., & Dewi, A. O. P. (2019). Analisis aplikasi IJATENG dengan menggunakan teori technology acceptance model (TAM). Jurnal Ilmu Perpustakaan, 8(2), 103–111.
Fitriya, E. (2017). Analisis Pengaruh Islamic Branding Terhadap Keputusan Konsumen Untuk Membeli Produk. JIAI (Jurnal Ilmiah Akuntansi Indonesia), 2(1), 31–41.
Gu, X., & Kannan, P. K. (2021). The dark side of mobile app adoption: Examining the impact on customers’ multichannel purchase. Journal of Marketing Research, 58(2), 246–264. https://doi.org/10.1177/0022243720988257
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (Sem) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia (Institut Penulis Indonesia).
Hurdawaty, R., & Dylun, K. (2024). Consumer preferences in choosing online food delivery services in Jakarta. International Journal of Travel, Hospitality and Events, 3(2), 127–137. https://doi.org/10.56743/ijothe.v3i2.370
Kee, D. M. H., Wawi, M. H. H., Zohri, M. H. A., Mok, H. X., Mok, M. N., Rafif, M. I., Lutfiani, L. S., Hafizh, U., & Priyambodo, H. G. (2023). Are you satisfied with Shopee? A Study of Customer Satisfaction Towards Shopee. International Journal of Tourism & Hospitality in Asia Pasific, 6(2), 102–115. https://doi.org/10.32535/ijthap.v6i2.2342
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Kusnawan, A., Diana, S., Andy, A., & Tjong, S. (2019). Pengaruh Diskon pada Aplikasi e-Wallet terhadap Pertumbuhan Minat Pembelian Impulsif Konsumen Milenial di Wilayah Tangerang. Sains Manajemen, 5(2), 137–160. https://doi.org/10.30656/sm.v5i2.1861
Lee, J. E., & Chen-Yu, J. H. (2018). Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect. Fashion and Textiles, 5(1). https://doi.org/10.1186/s40691-018-0128-2
Liang, A. R. Da, & Lim, W. M. (2011). Exploring the online buying behavior of specialty food shoppers. International Journal of Hospitality Management, 30(4), 855–865. https://doi.org/10.1016/j.ijhm.2011.01.006
Luo, X., & Lee, J. J. (2018). The effect of post-purchase discount format on consumers’ perception of loss and willingness to return. Journal of Asian Finance, Economics and Business, 5(4), 101–105. https://doi.org/10.13106/jafeb.2018.vol5.no4.101
Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities. https://doi.org/10.1108/IJTC-10-2023-0217
Mishra, A. N., & Sengupta, S. (2024). Discount coupons versus trust and satisfaction—which is better for M-Commerce? Management and Labour Studies, 49(1), 28–42. https://doi.org/10.1177/0258042X231181756
Nugroho, A. P., Kuswardani, D. C., & Utaminingsih, A. (2023). The role of brand personality: Dimensions of online customer review on online booking intention at star hotels in Malang city. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 6(11), 8737-8745.
Nugroho, A. P., Putri, A. S. S. P., & Tarigan, L. R. (2024a). Studi kuantitatif : Faktor-faktor keputusan. Utility: Jurnal Ilmiah Pendidikan Dan Ekonomi, 8(2), 1–21. https://doi.org/https://doi.org/10.30599/utility.v8i02.3589
Nugroho, A. P., Putri, A. S. S., & Tarigan, L. R. (2024b). Dampak penerapan protokol kesehatan dan promosi terhadap keputusan pemesanan konsumen pada hotel berbintang di kota malang. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(3), 1154–1165.
Nugroho, A. P., Widiastuti, C. T., Putri, A. S. S., & Tarigan, L. R. (2024). Pendampingan Meningkatkan Pengetahuan dan Keterampilan Mahasiswa dalam Menggunakan Marketplace Untuk Menumbuhkan Jiwa Wirausaha. Khidmatuna: Jurnal Pengabdian Kepada Masyarakat, 5(1), 71-82.
Oktaviani, R. (2024). Investigating the Impact of Perceived Value and Customer Satisfaction on Repurchase Intentions Among Female E-Commerce Customers. Klabat Journal of Management, 5(1), 34-48.
Pacheco, B. G., & Rahman, A. (2015). Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation. International Review of Retail, Distribution and Consumer Research, 25(1), 72–86. https://doi.org/10.1080/09593969.2014.918047
Pan, H., Liu, Z., & Ha, H.-Y. (2022). Perceived price and trustworthiness of online reviews: different levels of promotion and customer type. International Journal of Contemporary Hospitality Management, 34, 3834-3854. https://www.emerald.com/insight/content/doi/10.1108/ijchm-12-2021-1524/full/html
Prasetya, H., & Putra, S. E. (2020). Pengaruh Persepsi Kemudahan , Manfaat Dan Risiko Pada Minat Penggunaan E-Money Di Surabaya. Jurnal Dinamika Ekonomi Dan Bisnis, 17(02), 151–158. https://ejournal.unisnu.ac.id/JDEB%0ATerakreditasi
Purwanti, T. (2022). Rakyat RI Doyan Jajan, Ini Layanan yang Sering Digunakan. https://www.cnbcindonesia.com/market/20220705114017-17-353052/rakyat-ri-doyan-jajan-ini-layanan-yang-sering-digunakan#:~:text=Hasilnya%2C GoFood menjadi aplikasi Online,OFD) paling banyak digunakan konsumen.
Saad, A. T. (2021). Factors affecting online food delivery service in Bangladesh: an empirical study. British Food Journal, 123(2), 535–550. https://doi.org/10.1108/BFJ-05-2020-0449
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003
Soegoto, A. S., & Karamoy, H. (2020). Competitive Strategy Analysis to Increase Consumer Purchasing Decisions on Minimarket Business. Etikonomi, 19(1), 119–130. https://doi.org/10.15408/etk.v19i1.14337
Sulin, B., Shu, H., & Shun, Y. L. (2021). Mobile App Adoption and Its Differential Impact on Consumer Shopping Behavior. Grou, 23529(2), 1–45.
Tegowati, T. (2023). Exploring the Link between trust and perceived benefits in online purchasing during COVID-19. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 75–94. https://doi.org/10.21070/jbmp.v9i1.1674
Troise, C., O’Driscoll, A., Tani, M., & Prisco, A. (2021). Online food delivery services and behavioural intention – a test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664–683. https://doi.org/10.1108/BFJ-05-2020-0418
Van Kien, P. (2023). Consumers’ intention to use APPs to purchase in physical stores Evidence from Vietnam. Quality - Access to Success, 24(195), 366–371. https://doi.org/10.47750/QAS/24.195.43
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Walean, R. H., Pongoh, H., & Mandagi, D. (2024). Integrating brand gestalt and customer loyalty in telecommunication sector: The mediating role of customer satisfaction. International Review of Management and Marketing, 14(6), 409-423.
Wardoyo, S. K. D., Lumawir, T. C., & Manopo, R. (2021). Factors determining students decision to use digital wallets. Klabat Journal of Management, 2(1), 48-56.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35(July 2016), 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013
Zhang, L. Y., Shi, Y. J., & Lu, Q. (2014). Consumer’s decision-making behavior in online shopping: An Integrated Analysis. Applied Mechanics and Materials, 519–520, 422–429. https://doi.org/10.4028/www.scientific.net/amm.519-520.422
Ali, S., Khalid, N., Javed, H. M. U., & Islam, D. M. Z. (2021). Consumer adoption of online food delivery ordering (Ofdo) services in pakistan: The impact of the covid-19 pandemic situation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 1–23. https://doi.org/10.3390/joitmc7010010
Allah Pitchay, A., Ganesan, Y., Zulkifli, N. S., & Khaliq, A. (2022). Determinants of customers’ intention to use online food delivery application through smartphone in Malaysia. British Food Journal, 124(3), 732–753. https://doi.org/10.1108/BFJ-01-2021-0075
Anonim. (2022). Layanan Pesan Antar Makanan Favorit Anak Muda 2022. https://goodstats.id/infographic/layanan-pesan-antar-makanan-favorit-anak-muda-2022-VpyFs
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110. https://doi.org/10.1108/SAJBS-04-2017-0048
Cahyono, T. D., & Ananda, N. A. (2022). Consumer satisfaction of marketplace users in Indonesia. Asian Journal of Economics, Business and Accounting, 22(19), 140–148. https://doi.org/10.9734/ajeba/2022/v22i1930665
Chell, K., White, C., Karki, S., & Davison, T. E. (2021). An Australian trial of the effectiveness of a discount reward to increase plasma donor retention and frequency of donation. ISBT Science Series, 16(2), 188–195. https://doi.org/10.1111/voxs.12625
Deng, Z., Hong, Z., Ren, C., Zhang, W., & Xiang, F. (2018). What predicts patients’ adoption intention toward mhealth services in China: Empirical study. JMIR MHealth and UHealth, 6(8), 1–14. https://doi.org/10.2196/mhealth.9316
Dengah, J. A., & Indrajit, I. (2024). Online Base Transportation Service Quality and Customers Satisfaction Analysis. Klabat Journal of Management, 5(2), 156-166.
Fahlevi, P., & Dewi, A. O. P. (2019). Analisis aplikasi IJATENG dengan menggunakan teori technology acceptance model (TAM). Jurnal Ilmu Perpustakaan, 8(2), 103–111.
Fitriya, E. (2017). Analisis Pengaruh Islamic Branding Terhadap Keputusan Konsumen Untuk Membeli Produk. JIAI (Jurnal Ilmiah Akuntansi Indonesia), 2(1), 31–41.
Gu, X., & Kannan, P. K. (2021). The dark side of mobile app adoption: Examining the impact on customers’ multichannel purchase. Journal of Marketing Research, 58(2), 246–264. https://doi.org/10.1177/0022243720988257
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (Sem) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia (Institut Penulis Indonesia).
Hurdawaty, R., & Dylun, K. (2024). Consumer preferences in choosing online food delivery services in Jakarta. International Journal of Travel, Hospitality and Events, 3(2), 127–137. https://doi.org/10.56743/ijothe.v3i2.370
Kee, D. M. H., Wawi, M. H. H., Zohri, M. H. A., Mok, H. X., Mok, M. N., Rafif, M. I., Lutfiani, L. S., Hafizh, U., & Priyambodo, H. G. (2023). Are you satisfied with Shopee? A Study of Customer Satisfaction Towards Shopee. International Journal of Tourism & Hospitality in Asia Pasific, 6(2), 102–115. https://doi.org/10.32535/ijthap.v6i2.2342
Kline, R. (2011). Principles and practice of structural equation modeling. New York: Guilford Press.
Kotler & Armstrong. (2018). Principles of Marketing (17th ed.) Pearson.
Kusnawan, A., Diana, S., Andy, A., & Tjong, S. (2019). Pengaruh Diskon pada Aplikasi e-Wallet terhadap Pertumbuhan Minat Pembelian Impulsif Konsumen Milenial di Wilayah Tangerang. Sains Manajemen, 5(2), 137–160. https://doi.org/10.30656/sm.v5i2.1861
Lee, J. E., & Chen-Yu, J. H. (2018). Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect. Fashion and Textiles, 5(1). https://doi.org/10.1186/s40691-018-0128-2
Liang, A. R. Da, & Lim, W. M. (2011). Exploring the online buying behavior of specialty food shoppers. International Journal of Hospitality Management, 30(4), 855–865. https://doi.org/10.1016/j.ijhm.2011.01.006
Luo, X., & Lee, J. J. (2018). The effect of post-purchase discount format on consumers’ perception of loss and willingness to return. Journal of Asian Finance, Economics and Business, 5(4), 101–105. https://doi.org/10.13106/jafeb.2018.vol5.no4.101
Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities. https://doi.org/10.1108/IJTC-10-2023-0217
Mishra, A. N., & Sengupta, S. (2024). Discount coupons versus trust and satisfaction—which is better for M-Commerce? Management and Labour Studies, 49(1), 28–42. https://doi.org/10.1177/0258042X231181756
Nugroho, A. P., Kuswardani, D. C., & Utaminingsih, A. (2023). The role of brand personality: Dimensions of online customer review on online booking intention at star hotels in Malang city. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 6(11), 8737-8745.
Nugroho, A. P., Putri, A. S. S. P., & Tarigan, L. R. (2024a). Studi kuantitatif : Faktor-faktor keputusan. Utility: Jurnal Ilmiah Pendidikan Dan Ekonomi, 8(2), 1–21. https://doi.org/https://doi.org/10.30599/utility.v8i02.3589
Nugroho, A. P., Putri, A. S. S., & Tarigan, L. R. (2024b). Dampak penerapan protokol kesehatan dan promosi terhadap keputusan pemesanan konsumen pada hotel berbintang di kota malang. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(3), 1154–1165.
Nugroho, A. P., Widiastuti, C. T., Putri, A. S. S., & Tarigan, L. R. (2024). Pendampingan Meningkatkan Pengetahuan dan Keterampilan Mahasiswa dalam Menggunakan Marketplace Untuk Menumbuhkan Jiwa Wirausaha. Khidmatuna: Jurnal Pengabdian Kepada Masyarakat, 5(1), 71-82.
Oktaviani, R. (2024). Investigating the Impact of Perceived Value and Customer Satisfaction on Repurchase Intentions Among Female E-Commerce Customers. Klabat Journal of Management, 5(1), 34-48.
Pacheco, B. G., & Rahman, A. (2015). Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation. International Review of Retail, Distribution and Consumer Research, 25(1), 72–86. https://doi.org/10.1080/09593969.2014.918047
Pan, H., Liu, Z., & Ha, H.-Y. (2022). Perceived price and trustworthiness of online reviews: different levels of promotion and customer type. International Journal of Contemporary Hospitality Management, 34, 3834-3854. https://www.emerald.com/insight/content/doi/10.1108/ijchm-12-2021-1524/full/html
Prasetya, H., & Putra, S. E. (2020). Pengaruh Persepsi Kemudahan , Manfaat Dan Risiko Pada Minat Penggunaan E-Money Di Surabaya. Jurnal Dinamika Ekonomi Dan Bisnis, 17(02), 151–158. https://ejournal.unisnu.ac.id/JDEB%0ATerakreditasi
Purwanti, T. (2022). Rakyat RI Doyan Jajan, Ini Layanan yang Sering Digunakan. https://www.cnbcindonesia.com/market/20220705114017-17-353052/rakyat-ri-doyan-jajan-ini-layanan-yang-sering-digunakan#:~:text=Hasilnya%2C GoFood menjadi aplikasi Online,OFD) paling banyak digunakan konsumen.
Saad, A. T. (2021). Factors affecting online food delivery service in Bangladesh: an empirical study. British Food Journal, 123(2), 535–550. https://doi.org/10.1108/BFJ-05-2020-0449
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003
Soegoto, A. S., & Karamoy, H. (2020). Competitive Strategy Analysis to Increase Consumer Purchasing Decisions on Minimarket Business. Etikonomi, 19(1), 119–130. https://doi.org/10.15408/etk.v19i1.14337
Sulin, B., Shu, H., & Shun, Y. L. (2021). Mobile App Adoption and Its Differential Impact on Consumer Shopping Behavior. Grou, 23529(2), 1–45.
Tegowati, T. (2023). Exploring the Link between trust and perceived benefits in online purchasing during COVID-19. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 75–94. https://doi.org/10.21070/jbmp.v9i1.1674
Troise, C., O’Driscoll, A., Tani, M., & Prisco, A. (2021). Online food delivery services and behavioural intention – a test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664–683. https://doi.org/10.1108/BFJ-05-2020-0418
Van Kien, P. (2023). Consumers’ intention to use APPs to purchase in physical stores Evidence from Vietnam. Quality - Access to Success, 24(195), 366–371. https://doi.org/10.47750/QAS/24.195.43
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Walean, R. H., Pongoh, H., & Mandagi, D. (2024). Integrating brand gestalt and customer loyalty in telecommunication sector: The mediating role of customer satisfaction. International Review of Management and Marketing, 14(6), 409-423.
Wardoyo, S. K. D., Lumawir, T. C., & Manopo, R. (2021). Factors determining students decision to use digital wallets. Klabat Journal of Management, 2(1), 48-56.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35(July 2016), 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013
Zhang, L. Y., Shi, Y. J., & Lu, Q. (2014). Consumer’s decision-making behavior in online shopping: An Integrated Analysis. Applied Mechanics and Materials, 519–520, 422–429. https://doi.org/10.4028/www.scientific.net/amm.519-520.422
Published
2024-12-22
How to Cite
NUGROHO, Aditiya Pratama; PUTRI, Adelia Sandra Swastika; PRABOWO, Heri.
Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City.
Klabat Journal of Management, [S.l.], v. 6, n. 1, p. 1-17, dec. 2024.
ISSN 2722-726X.
Available at: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/1227>. Date accessed: 13 oct. 2025.
doi: https://doi.org/10.60090/kjm.v6i1.1227.1-17.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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