VARICHA, RAHMA ARIYANTI (2022) ANALISIS PENGARUH KEMUDAHAN, KUALITAS PELAYANAN, SERTA KEPERCAYAAN, TERHADAP KEPUTUSAN PEMBELIAN MAKANAN ONLINE MELALUI APLIKASI SHOPEEFOOD PADA MAHASISWA UNIMAR AMNI. SKRIPSI.
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Abstract
This research is motivated by the increasing needs of the community in the field of transportation, especially in the use of online transportation. Online transportation is one type of transportation that is in great demand today. Over time, the demand for services using online transportation is increasing and easy to find. Shopeefood as one of the companies engaged in online transportation services that will always provide the best and satisfying service. This study aims to determine the effect of convenience, service quality and trust on online food purchasing decisions through the ShopeeFood application on Unimar Amni students. The population in this study were unimar amni students and the sample of this study was 100 respondents. The sampling technique is non-probability sampling with the type of sampling that is incidental sampling. The data analysis used in this study is descriptive analysis and quantitative analysis, data analysis using multiple linear regression analysis with the help of (software) Statistical Package for Social Science (SPSS) version 23. service quality and trust have a positive and significant effect on increasing the number of purchases. Based on the research results, it can be seen that the multiple linear regression equation research model is: Y = 0.584 + 0.301.X1 + 0.177.X2 + 0.359.X3 + . From the regression equation, it can be seen that the variable with the most dominant influence on the increase in the number of purchases is the confidence variable with a regression coefficient of 3.296. And the R2 (R Square) test produces results of 0.486 or 51.4% originating from purchasing decisions at shopeefood influenced by trust, service quality 51.4% and other factors that influence purchasing decisions through shopeefood 51.4% or 0.486 Keywords: convenience, service quality, and trust in online food purchasing decisions through the Shopeefood application.
| Item Type: | Article |
|---|---|
| Additional Information: | 181904215 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Jan 2023 06:07 |
| Last Modified: | 18 Jan 2023 06:07 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4926 |
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