SKRIPSI: Pengaruh Harga, Promosi, dan E-Service Quality terhadap Keputusan Pembelian Pesan Antar Makanan Shopeefood di Kota Yogyakarta

Febriani, Saiko (2024) SKRIPSI: Pengaruh Harga, Promosi, dan E-Service Quality terhadap Keputusan Pembelian Pesan Antar Makanan Shopeefood di Kota Yogyakarta. Other thesis, STIM YKPN Yogyakarta.

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Abstract

The purpose of the study was to analyze the effect of price, promotion and e-service quality on the decision to purchase shopeefood food delivery in the city of Yogyakarta. The method of the study is to use the quantitative method. The type of data used in this study is primary data obtained based on the distribution of questionnaires to 113 respondents. The sampling technique used is purposive sampling. The data analysis technique used is multiple linear regression analysis. The results of the study stated that price has a negative and significant effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, e-service quality has a positive and significant effect on purchasing decisions shopeefood food delivery in the city of Yogyakarta. The value of Adjusted R Square is 71.2%. Which means that the variables price, promotion and e-service quality contribute to the decision to purchase shopeefood food delivery in the city of Yogyakarta by 71.2 percent. The remaining 28.8% is influenced by other factors not included in this study.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 13 Jul 2026 01:55
Last Modified: 13 Jul 2026 01:55
URI: http://repository.stimykpn.ac.id/id/eprint/692

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