The Effect of Grabfood E-Commerce on Consumer Purchase Decisions (Case study: Kopi Konnichiwa Pakuwon Mall Surabaya)

The growth of buying and selling transactions online in Indonesia is experiencing very rapid movement. The types of goods most traded on E-Commerce in 2020 were the food, beverage and food ingredients group with a percentage of 40.86%. According to the International Coffee Organization (ICO) coffee consumption in Indonesia has increased significantly every year, this is evidenced by the rise of coffee shops in Indonesia such as Kopi Konnichiwa. The aims of this research are 1) to identify the characteristics of consumers of Kopi Konnichiwa Pakuwon Mall Surabaya. 2) Describe and analyze the effect of service feature variables, discounts, product variety, and OVO payment methods on consumer decisions in buying Kopi Konnichiwa Pakuwon Mall Surabaya. In this study, the sample was taken using accidental sampling technique and obtained 100 respondents using the Lemeshow formula. The results of interviews with respondents were processed using descriptive analysis and SEM (Structural Equation Modeling) analysis using the PLS (Partial Least Square) approach. The results of this study are 1) The characteristics of Kopi Konnichiwa Pakuwon Mall Surabaya consumers are dominated by women, aged between 21-25 years, have a history of recent education at the high school (SMA) and undergraduate level, then most work as private employees and have a scale of income between IDR 1,000,000 – IDR 5,000,000. 2) Service features and price discounts only have a significant influence on consumer decisions in buying Kopi Konnichiwa, because it has a p-value <0.05.