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Showing 2 articles found for "Grabfood"
Economics and Business Journal (ECBIS) (Vol. 4, No. 5, 2026)

The Influence of Price and Social Media Marketing on The Decision to Use Grabfood in Pontianak City

Pradana, Muhammad Gilang, Fachri, Helman
Abstract: This study aims to analyze the influence of Price and Social Media Marketing on the Decision to Use GrabFood in Pontianak City. This study employed an associative quantitative approach. The sample consisted of 100 respondents… dents who were residents of Pontianak City, owned the Grab application, and had used GrabFood services. The main data were collected through questionnaires using a 5-point Likert scale, while observation, interviews, and secondary data were used as supporting data. The data were analyzed using multiple linear regression, supported by validity tests, reliability tests, classical assumption tests, correlation coefficient analysis, coefficient of determination, and hypothesis testing through t-tests and F-tests. The results show that all research instruments were valid and reliable. Partially, Price has a positive and significant effect on the Decision to Use, with a t-value of 4.069 and a significance value of 0.000. Social Media Marketing also has a positive and significant effect on the Decision to Use, with a t-value of 3.946 and a significance value of 0.000. Simultaneously, Price and Social Media Marketing have a significant effect on the Decision to Use, with an F-value of 28.950 and a significance value of 0.000. The coefficient of determination (R²) of 0.374 indicates that 37.4% of the Decision to Use GrabFood can be explained by Price and Social Media Marketing, while the remaining 62.6% is influenced by other factors outside this study.
Global Research Influence Price Social Media Marketing Decision Grabfood Pontianak City
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MUTIARA: Jurnal Ilmiah Multidisiplin Indonesia (Vol. 4, No. 3, 2026)

Analisis Strategi Pemasaran Digital dalam Meningkatkan Brand Awareness Amanda Brownies Kota Samarinda

Meinaya Putri Syahvina, Kadori Haidar, Noor Ellyawati, Indah Permatasari
Abstract: The rapid advancement of information technology has encouraged companies to adopt digital marketing as a strategic approach to enhancing consumer brand awareness. Amanda Brownies Samarinda has utilized various digital platforms;… atforms; however, the effectiveness of the implemented strategies requires further examination. This study aims to analyze the digital marketing strategies employed by Amanda Brownies Samarinda, their role in enhancing brand awareness, and the factors that support and hinder their effectiveness. A qualitative descriptive approach was employed in this research. Data were collected through observation, structured interviews, and documentation, and subsequently analyzed using the Miles, Huberman, and Saldaña model. The findings reveal that Amanda Brownies Samarinda implements an integrated digital marketing strategy through seven platforms, namely Instagram, Facebook, TikTok, WhatsApp Business, GoFood, GrabFood, and ShopeeFood. These strategies contribute to enhancing brand awareness through four dimensions: recognition, recall, purchase, and consumption. Consistency in visual identity, promotional intensity, ease of access to information, transaction convenience, product quality, and consumer engagement were identified as the primary factors supporting the success of digital marketing implementation. Nevertheless, the utilization of TikTok has not yet been optimized compared to the other platforms. The novelty of this study lies in its comprehensive analysis of the role of integrating seven digital platforms in enhancing brand awareness through the dimensions of recognition, recall, purchase, and consumption, thereby providing a more holistic understanding of digital marketing effectiveness within the culinary industry, particularly at Amanda Brownies Samarinda.
Global Research Analisis Strategi Pemasaran Digital Meningkatkan Brand Awareness Amanda Brownies Kota Samarinda
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