Pengaruh Promosi, Harga, dan Kemudahan Aplikasi terhadap Keputusan Pembelian pada Pengguna Shopeefood di Tembalang Kota Semarang

Nafa Latifatuzzahro; Andreas Tigor Oktaga

doi:10.30640/digital.v5i3.7886

Authors

Nafa Latifatuzzahro Institut Teknologi dan Bisnis Semarang
Andreas Tigor Oktaga Institut Teknologi dan Bisnis Semarang

DOI:

https://doi.org/10.30640/digital.v5i3.7886

Keywords:

Buying Decision, Ease of Application, Price, Promotion, Shopeefood

Abstract

The app-based food delivery industry has sparked intense competition among digital platforms to attract consumers through promotional strategies, competitive rates, and system convenience. Therefore, this quantitative research was designed to analyze the influence of promotions, pricing, and app convenience on the purchasing decisions of ShopeeFood users in Tembalang, Semarang City. Using a survey method with a purposive sampling approach, primary data was collected from 96 respondents with at least one transaction history. These data were then tested using instrument analysis (validity and reliability) and inferential analysis (multiple linear regression, coefficient of determination, t-test, and F test). Empirical findings confirm that, partially, promotion and app convenience contribute positively and significantly to purchase decisions, while price does not show a significant contribution independently. However, simultaneous testing demonstrated that these three variables collectively have a significant influence on purchasing decisions, with a determinant power of 64.1%. Therefore, ShopeeFood is advised to revitalize its creative promotional programs and optimize the usability of its app system on an ongoing basis, without neglecting the affordability aspect as a supporting instrument for consumer decision making.

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