Oktavia, Nadia Wanda (2024) Pengaruh Bauran Promosi dan Kualitas Pelayanan Terhadap Minat Beli Melalui Aplikasi Shopee Food (Studi Kasus Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to investigate the influence of the promotional mix and servicequality on purchase intention, especially in the context of the Shopee Application Feature,known as Shopeefood. In collecting data, this research used a purposive sampling method,where respondents were selected based on certain criteria that were relevant to theresearch objectives. After the data was collected, the analysis was carried out throughseveral stages, including testing validity, reliability, classical assumptions, hypotheses, andanalysis of determinant coefficients.The results of this research indicate that the promotional mix and service qualitypartially have a significant influence on purchase intention. This means that the promotionalelements contained in the Shopeefood application, such as discounts, promotions andspecial offers, together with the quality of service provided, influence consumer buyinginterest. In addition, when these two variables are combined, they together also have astrong influence on purchase intention, indicating that the combination of effectivepromotions and quality service can increase consumer purchase interest.The dominant variable from this research is that service quality turns out to have adominant influence on purchase intention. This highlights the importance of good servicein attracting consumer buying interest on e-commerce platforms such as Shopeefood.Factors such as speed of delivery, ease of the purchasing process, responsiveness toconsumer complaints, and the quality of the products sold can be one of the main factorsthat influence consumer purchasing decisions.The results of this research provide insight. It is hoped that entrepreneurs,especially in the food and beverage sector, can use these findings to improve theirpromotional strategies and improve the quality of their services in order to increaseconsumer buying interest and ultimately improve their overall business performance.

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