PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE FOOD

Abstract

The presence of online food delivery services (food delivery service) makes Indonesian consumers have a characteristic that always wants to be served, they do not need to spend time on the road anymore wasting time to take a queue at a restaurant or food outlet they desire. Shopee is one of the biggest e-commerce or shopping sites in Indonesia. This research aimed to find out the effect of service quality, price, and promotion on the purchasing decision at Shopee food. This research used causal-comparative. Furthermore, the research population used consumers who purchased Shopee food at Surabaya. The research data source used primary data. Moreover, the research sample collection technique used an accidental sampling technique with questionnaire distribution to 100 respondents. In addition, the research data analysis technique used multiple linear regressions analysis. The research result concluded that the variable of service quality had a significant effect on the purchasing decision at Shopee food, meanwhile, the price had a significantly affected the purchasing decision at Shopee food, and promotion had a significant effect on the purchasing decision at Shopee food.