| Popis: |
Nowadays, with the Internet's explosive growth in the twenty-first century, online shopping appeals to customers since it is more convenient. In 2019, with the emergency of the COVID-19 pandemic, there are more customers now choosing online food delivery platforms. Therefore, the number of users of Meituan is increasing. In this case, the study aimed to examine how the Marketing Mix Theory (Price, Product, Place, Promotion) affects customers’ attention to use the online delivery platform by using SWOT Analysis. This paper further developed previous studies by analyzing customers’ intentions during COVID-19. The study’s findings indicated that the four factors Marketing Mix theory (product, promotion, price, and place) all have a significant impact on customers’ purchasing intention on Meituan Delivery during COVID-19. However, with a better situation of COVID-19, there will be fewer customers choosing an online delivery platform. Thus, it is recommended that online delivery platform should increase their promotions to promote customers’ intentions more. |
