The Influence of Sales Promotion and E-Service Quality on Shopeefood Users' Purchasing Decisions on Dr. Soetomo University Surabaya Students

Liling Listyawati, Andry Herawati, Fitria Diska Sintya

Abstract


This study aims to determine the effect of sales promotion and e-service quality on the purchasing decisions of ShopeeFood users  in Dr. Soetomo University Surabaya students both simultaneously and partially and to determine the dominant variables on the purchasing decisions of ShopeeFood users. This research is quantitative research with causal research methods. The population in this study is all students of the faculty of administrative sciences, Dr. Soetomo University who are active until the odd semester of the 2022/2023 academic year, totaling 586 people. The target population in this study is students of the faculty of administrative sciences who have made purchase transactions through ShopeeFood and have taken advantage of one or more forms of sales promotion offered by ShopeeFood. The sample size is 100 respondents who have been distributed through questionnaires. This study uses the Probability Sampling technique  with the type of Simple Random Sampling in collecting respondents, and uses the Yamane formula in determining the sample because the number of populations in this study is known in number. Furthermore, the analysis data uses instrument tests, classical assumption tests, multiple linear regression analysis tests, F tests, t tests, and determination coefficient tests. The results of this study show that sales promotion and e-service quality have a significant influence both simultaneously and partially on the purchasing decisions of ShopeeFood users  and e-service quality is the dominant variable affecting the purchasing decisions of ShopeeFood  users in Dr. Soetomo University Surabaya students.

Keywords


Sales Promotion, E-Service Quality, ShopeeFood User Purchase Decision

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DOI: http://dx.doi.org/10.18415/ijmmu.v11i8.5853

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