Pengaruh Kemudahan penggunaan, kualitas layanan, Promosi, dan Diskon Terhadap Keputusan Pembelian melalui GrabFood pada masyarakat Kebumen.

This study aims to determine the effect of ease of use, service quality, promotion, and discounts on purchasing decisions. The population in this study was the people of Kebumen Regency who had used and purchased through Grabfood at least once. This study used purposive sampling with a sample of 100 respondents. Based on statistical methods, instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing were conducted. Data management tools used SPSS for Windows version 22.0. The results of this study indicate that there is an influence of ease of use, service quality, promotions, and discounts on purchasing decisions.

Keywords: ease of use, service quality, promotions, and discounts.