The Influence of GrabFood Food Delivery Service Usage on the Consumptive Behavior of Students at Muria Kudus University

Widyastuti Winda; Widiastuti A.; M. I.; Aryani B. C. T.; Chumairoh N. C.; Hidayah O. A.; Chandraningtyas P. A.; Pratiwi A. D.

doi:10.53797/icccmjssh.v4i6.2.2025

Authors

Widyastuti Winda Muria Kudus University, Kudus, INDONESIA
Widiastuti A. Muria Kudus University, Kudus, INDONESIA
M. I. Muria Kudus University, Kudus, INDONESIA
Aryani B. C. T. Muria Kudus University, Kudus,INDONESIA
Chumairoh N. C. Muria Kudus University, Kudus, INDONESIA
Hidayah O. A. Muria Kudus University, Kudus, INDONESIA
Chandraningtyas P. A. Muria Kudus University, Kudus, INDONESIA
Pratiwi A. D. Muria Kudus University, Kudus, INDONESIA

DOI:

https://doi.org/10.53797/icccmjssh.v4i6.2.2025

Keywords:

GrabFood, consumptive behavior, university students, online food delivery, purchasing decisions

Abstract

The use of GrabFood services is becoming increasingly widespread, including among students University Muria Kudus. This study aims to examine the relevance of GrabFood use to the consumptive behavior of students University Muria Kudus, both those who live at home and those who live in boarding houses. The research sample consisted of 70 students University Muria Kudus had used GrabFood for at least three months. The sampling technique used accidental sampling, while data analysis was conducted through simple regression using the Product Moment approach. The results of the study show that the majority of respondents were aged 19 to 20 years old with a monthly allowance of between IDR 1.100.000 and IDR 2.000.000. The average frequency of food orders through GrabFood was three times in three months. Through the process of problem identification, literature study, data collection, tabulation, and quantitative descriptive analysis, normality tests, linearity tests, simple linear regression, and t-tests were also conducted. The linearity test produced a substantial deviation from linearity value of 0,507, indicating a linear relationship between the use of GrabFood and consumptive behavior. Levene's test showed a significance value of 0,253, indicating that the data variance was homogeneous. Meanwhile, the t-test results showed that the sales quality variable (X) had a significant effect on purchasing decisions (Y) with a t-value of 5,260 (sig. 0,000). The regression coefficient of 0,491 indicates that every one-unit increase in sales quality will increase purchasing decisions by 0,491 points. The constant value of 18,826 describes the level of purchasing decisions when sales quality is zero.

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