PENGARUH POTONGAN HARGA, E-SERVICE QUALITY DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SHOPEEFOOD MAHASISWA UDINUS

  • RISMA ARIANTI Universitas Dian Nuswantoro Semarang
  • Amalia Nur Chasanah Universitas Dian Nuswantoro Semarang
Keywords: Price Discount, E-Service Quality, Promotion, Purchase Decision, ShopeeFood

Abstract

In the modern era driven by technology, food delivery services have experienced rapid development as a solution to meet the food needs of increasingly busy consumers. The sample determination was carried out using the Lemeshow formula with a sample size of 100. Researchers applied a non-probability sampling method using purposive sampling technique in this study. The type of research conducted is explanatory with a quantitative approach. The location of this research is in Semarang City, Central Java. The calculation results show that: 1. That Rebates, E-Service Quality, and Promotion simultaneously influence ShopeeFood consumer purchasing decisions. 2. That Partial Discounts do not have a significant effect on discounted prices on purchasing decisions. 3. That E-Service Quality partially has a significant influence on shopeefood consumer purchasing decisions. 4. That Promotion partially has a significant influence on shopeefood consumer purchasing decisions.

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Published
2024-03-20
How to Cite
ARIANTI, R., & Chasanah, A. (2024). PENGARUH POTONGAN HARGA, E-SERVICE QUALITY DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SHOPEEFOOD MAHASISWA UDINUS. Arthavidya Jurnal Ilmiah Ekonomi, 26(1), 32-47. https://doi.org/10.37303/a.v26i1.497
Section
Articles