Restaurant Search Service Membership Program: Zomato Gold’s Case Study in Indonesia

DOI

10.2991/aebmr.k.200606.072How to use a DOI?

Keywords

7Ps, services marketing, online search service, Zomato Gold, exclusive membership program, young adults, purchase intention

Abstract

This study examines the 7Ps services marketing tool in determining the young adults’ purchase intention of Zomato Gold exclusive membership program in Indonesia. It aimed to analyze the consumer behavior of the first restaurant search services membership program in Indonesia as well as aimed to reduce the theoretical gap in a one-stop online food search service’s past studies. The data used in this research were gathered through an online questionnaire. It was targetted to young adults who live in Jakarta city and its greater areas of Bogor, Depok, Tangerang, and Bekasi. There were 204 valid respondents who completed the questionnaire and further data analyis was done by using a statistical software. The findings show that out of the 7Ps, the four elements of product, price, physical evidence, and place were the stronger elements in determining Indonesian young adults’ purchase intention towards Zomato Gold exclusive membership program.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hilarius Bambang Winarko
AU  - Devira Riani Mitsunita
PY  - 2020
DA  - 2020/06/09
TI  - Restaurant Search Service Membership Program: Zomato Gold’s Case Study in Indonesia
BT  - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)
PB  - Atlantis Press
SP  - 425
EP  - 429
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200606.072
DO  - 10.2991/aebmr.k.200606.072
ID  - Winarko2020
ER  -