STRATEGI MARKETING LAYANAN ONLINE FOOD DELIVERY MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) (STUDI KASUS GRAFOOD DI SUKABUMI)

Sukabumi City, Grab has become a popular choice to meet various needs. The convenience and practicality offered by this application makes people increasingly dependent on digital services. This research aims to dig deeper into the factors that influence consumer decisions in choosing food delivery services via the Grab platform in Sukabumi City. This research uses quantified qualitative, or mixed methods. This research uses primary data. Data analysis In this research, the Analytical Hierarchy Process (AHP) method was used. Research shows that the factor element that is the main priority in achieving the objectives of the online food delivery marketing strategy in purchasing decisions is the price factor (0.505). The supporting goal element which is the main focus is the main choice for customers (0.383). The link between competitive prices and being the first choice for customers is very significant in achieving business success. One alternative strategy that can be implemented is increasing customer satisfaction (0.398), which is an effective marketing strategy to achieve sustainable growth in online food delivery services. The main factors that influence consumer purchasing decisions are price and service quality. Affordable prices, speed of delivery, order accuracy and ease of use of the application, customers will be more satisfied and loyal to the service and will have a positive impact on business growth, both through increasing the number of customers and increasing the purchase value per customer.

Keywords : Purchase Decision, Marketing, AHP Method, Grab