Marketing Mix Affecting Buying Behavior via Online Food Delivery of Undergraduate Students Majoring in Business Administration Program Southeast Asia University

Abstract

The objectives of this quantitative research are (1) to study personal factors affecting buying behaviour via Online Food Delivery (2) to perceive marketing mix factors affecting buying behaviour on online food delivery of the bachelor’s degree students majoring in Business Administration program at Southeast Asia University. The sample group used in this research consists of 346 persons at Southeast Asia University according to the concept of Krejcie & Morgan (1970). Research tool is a questionnaire. Statistics used in this research include frequency, percentage, mean, Standard Deviation, Chi-Square, and One-Way Analysis of Variance (ANOVA) The Results revealed that overall of marketing was at good level (=4.34, S.D.=0.731), following by elements was at highest level is place (=4.41, S.D.=0.731), price (=4.41, S.D.=0.740), product (=4.35, S.D.=0.739), process (=4.35, S.D.=0.726), Physical Evidence (=4.34, S.D.=0.710), people (=4.31, S.D.=0.730), and promotion (=4.28, S.D.=0.760) respectively.