The Impact of Consumer Behavior and Time Efficiency on Purchase Satisfaction Through the Ease of Use of the Go-Food Application Among Students of the Faculty of Economics and Business State University of Jakarta 2025

Abstract

The purpose of this study is to examine how consumer behavior and time efficiency influence purchase satisfaction among students at the Faculty of Economics and Business, Universitas Negeri Jakarta (UNJ). This study is based on the fact that students frequently use online food ordering services, particularly the Go-Food app, which is considered convenient and effective. The research was conducted quantitatively using a survey method; data were collected through questionnaires distributed to active students within the faculty. The influence of each variable was determined through multiple regression analysis. The findings indicate that both consumer behavior and time efficiency have a positive and significant impact on purchase satisfaction. This is attributed to the ease of use of the Go-Food app. The results suggest that technological ease plays a crucial role in enhancing customer experience, particularly among the younger generation, who prioritize convenience and efficiency in their purchasing behavior.