Pengaruh Preferensi Cashless Payment Dan Terpaan Promosi Penjualan Terhadap Tingkat Konsumsi Makanan Dengan Aplikasi Online Food Delivery Di Kalangan Generasi Z

Abstract

The trend of online food delivery has become an inseparable part of Generation Z's daily life. Generation Z is the largest age group in Indonesia, covering around 27.94 percent of the total population in Indonesia. In the Southeast Asia region, Indonesia is the country with the largest market for online food delivery services. The high food consumption behavior in Indonesia is currently driven by the emergence of online food delivery. In the all-digital era, the use of e-wallets is also one of the most frequently used transaction methods. With the existence of an e-wallet, it will be easier for consumers to make payments when making buying and selling transactions on e-commerce platforms, one of which is through cashless payment transactions on online food delivery. This study aims to determine the effect of cashless payment preferences on food consumption levels with online food delivery applications among Generation Z, and to determine the effect of exposure to sales promotions on food consumption levels with online food delivery applications among Generation Z. This study used explanatory quantitative methods with a purposive sampling technique involving 100 respondents. The results of the study found that cashless payment preferences do not affect the level of food consumption with online food delivery. Meanwhile, exposure to sales promotions has a fairly strong positive effect on the level of food consumption with the online food delivery application.