Maulana, Yunus Amri (2024) Pengaruh Promosi, Harga, dan Kualitas Layanan Terhadap Keputusan Pembelian Pesan Antar Makanan Shopeefood (Studi kasus Mahasiswa FEB Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The presence of online food delivery services makes it easy for consumers and no longerneed to spend time queuing at the desired restaurant or shop. Shopee is one of the largest e-commerce or shopping sites in Indonesia. This study aims to determine the effect of promotion,price, and service quality on purchasing decisions for ShopeeFood food delivery. The datacollection method used is through a questionnaire distributed to respondents via Google Form.The population of this study includes consumers who have made purchases throughShopeeFood for FEB students at Merdeka University Malang, whose number is unknown. Thedata source used is primary data. The sample in this study were students of Merdeka UniversityMalang with a sample size of 83 respondents. The data analysis technique used is multiplelinear regression analysis. The results showed that the promotion variabel had a significanteffect on the decision to purchase ShopeeFood food delivery, price had no significant effect onthe decision to purchase ShopeeFood food delivery, and service quality had no significanteffect on the decision to purchase ShopeeFood food delivery.

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