Pengaruh Potongan Harga Dan Kualitas Makanan Terhadap Keputusan Pembelian Shopeefood Mahasiswa Bisnis Digital UPI

Fazry Rachman Susanto, Muhammad Athallah Khairi Arief, Muhammad Yusran Habibi, Laras Bellaning Restu, Syti Sarah Maesaroh

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh layanan digital, diskon, dan kualitas makanan terhadap keputusan pembelian ShopeeFood pada Mahasiswa Bisnis Digital Universitas Pendidikan Indonesia Data yang digunakan adalah data primer yang dikumpulkan melalui penyebaran kuesioner kepada 30 responden yang telah menginstal aplikasi ShopeeFood dan menggunakan aplikasi ShopeeFood. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dan hasil penelitian berdasarkan jawaban responden dengan menggunakan skala likert. Metode analisis data yang digunakan dalam penelitian ini adalah Uji Regresi Linier Berganda, Uji F, Uji t, dan Koefisien Determinasi.

Keywords


Diskon; ShopeeFood; Kualitas makanan; Keputusan pembelian

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DOI: https://doi.org/10.37479/jimb.v6i3.22710

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo