Study of Food Promo Phenomenon on Online Food Delivery in Surabaya

Abstract

The culinary business is a business that is growing rapidly, especially with online food delivery service applications such as Gofood and Grab food, which help MSMEs to market their products. However, the increasing number of merchants who join as partners, especially with the promo program, makes merchants compete with one another. This research approach is qualitative where researchers observe and interview MSME merchants in Surabaya who have joined as Gofood and Grabfood partners. The results obtained are that MSME merchants benefit by taking advantage of promos such as additional sales and increasing brand awareness to consumers, but they do not only rely on sales media through this service so that profit margins can be more optimal. Suggestions from the author for application providers, it is better to provide subsidies for promos that can be distinguished between MSME merchants and large class ones.