FRENANTAMINA, WILLY WARASANJAY (2024) ANALISIS PENGARUH KEMUDAHAN, KUALITAS LAYANAN, 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. As time goes by, the demand for services using online transportation is increasing. Shopeefood as a company engaged in online transportation services 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 for UNIMAR AMNI Semarang students. The population in this study were students of UNIMAR AMNI Semarang and the sample of this study was 100 respondents. The sampling technique is nonprobability sampling with the type of sampling that is incidental sampling. Analysis of the data used in this study is descriptive analysis and quantitative analysis, data were analyzed using multiple linear regression analysis.Based on the results of the study it can be seen that the research model of multiple linear regression equations is: Y = 0,584 + 0,301.X1 + 0,177.X2 +0,359.X3 + µ . From the regression equation, it can be seen that the variable that has the most dominant effect on increasing the number of purchases is the trust variable with a regression coefficient of 3.296. And the R2 test (R Square) yields a result of 0.486 or 51.4%, which means that purchasing decisions at shopeefood are influenced by the variables of trust, service quality and trust of 51.4% and other factors that influence food purchasing decisions through shopeefood of 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: | 192004085 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 26 Mar 2024 05:08 |
| Last Modified: | 26 Mar 2024 05:08 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5845 |
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