Pengaruh E-Service Quality dan Sales Promotion terhadap keputusan pembelian Shopee-Food (Studi Pada Mahasiswa Aktif FEB)

Effect of E-Service Quality and Sales Promotion on Shopee-Food purchasing decisions (Study of Active FEB Students)

Tujuan penelitian yang telah dilakukan untuk mengetahui bagaimana e-service quality dan sales promotion mempengaruhi keputusan konsumen terhadap penggunaan fitur Shopee-Food. Jenis survey yang digunakan adalah kuantitatif dengan jumlah responden sebanyak 123 orang yang di peroleh melalui teknik non-probability sampling Penelitian ini menggunakan metode survey yang dibagikan kepada responden melalui google form. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda yang diolah dengan SPSS 25. Hasil survey menunjukkan adanya pengaruh yang signifikan dari kedua variabel independen e-service quality dan sales promotion terhadap variabel dependen yaitu keputusan menggunakan fitur Shopee-Food. Selain itu, e- service quality dan sales promotion secara simultan juga berpengaruh terhadap keputusan menggunakan fitur Shopee-Food.

The purpose of the research that has been done, we can find out how e-service quality and sales promotion affect consumer decisions on the use of the Shopee-Food feature. The type of survey used is quantitative with a total of 123 respondents obtained through a non-probability sampling technique. This study uses an online survey method which is distributed to respondents via google form. The data analysis method in this study uses multiple linear regression analysis which is processed with SPSS 25. The survey results show a significant influence from the two independent variables of e-service quality and sales promotion on the dependent variable, namely the decision to use the Shopee-Food feature. In addition, e-service quality and sales promotion simultaneously also affect the decision to use the Shopee-Food feature.