The influence of brand image and price perception on online food delivery purchase decisions

Abstract

This study aims to determine: (1) consumer perception of brand image in online food delivery services; (2) consumer perception of price in online food delivery services; (3) the level of consumer purchasing decisions in online food delivery services; (4) the influence of brand image perception on online food delivery purchasing decisions; (5) the influence of price perception on online food delivery purchasing decisions; and (6) the combined influence of brand image and price perception on online food delivery purchasing decisions. This research is a descriptive quantitative study using survey techniques. The population of this study consists of 5,098 students from the Faculty of Engineering at Yogyakarta State University. The sample size was determined using Slovin's formula, resulting in 100 participants, with samples collected using accidental sampling. The research instrument was a closed questionnaire (Google Form) with a Likert scale (1-4), tested for validity and reliability. Data analysis techniques included descriptive analysis and multiple linear regression with prerequisite tests, including normality, linearity, multicollinearity, and heteroscedasticity tests. The results showed that: (1) consumer perception of brand image is high, with an average score of 27.85; (2) consumer perception of price is high, with an average score of 28.65; (3) the level of purchasing decisions is high, with an average score of 47.1; (4) brand image perception influences purchasing decisions by 9.9%; (5) price perception influences purchasing decisions by 23.1%; and (6) simultaneously, brand image and price perception influence online food delivery purchasing decisions by 33%, with the remaining 67% influenced by other variables not examined in this study.