Influence of Brand Awareness Perceived Quality Perceived Value on Digital Food Delivery Decisions

In Indonesia’s rapidly expanding digital food delivery industry, understanding consumer purchase drivers is critical for market leadership and sustainability. This study investigates the influence of brand awareness, perceived quality, and perceived value on consumer purchase decisions within the GrabFood culinary marketing ecosystem. Adopting a quantitative approach, data was collected from 230 digitally active GrabFood users via online questionnaires and analyzed using IBM SPSS 27. The methodology rigorously assessed the individual and simultaneous effects of these variables on consumer choices. Findings demonstrate that brand awareness, perceived quality, and perceived value all significantly and positively impact purchase decisions. Collectively, these factors explain 62.2% of purchase decisions, with the remaining variance attributed to external variables. This research reinforces the importance of strong brand recognition, consistent service quality, and compelling value propositions for digital food delivery platforms to enhance customer retention, attract new users, and maintain competitiveness in the evolving online culinary landscape.