Pengaruh E-service quality dan Sales promotion terhadap keputusan menggunakan fitur Shopee-Food (Studi pada mahasiswa aktif FEB UNESA)
Abstract
The purpose of the research that has been done, we can find out how e-service quality and sales promotion affect consumer decisions on the use of the Shopee-Food feature. The type of survey used is quantitative with a total of 123 respondents obtained through a non-probability sampling technique. This study uses an online survey method which is distributed to respondents via google form. The data analysis method in this study uses multiple linear regression analysis which is processed with SPSS 25. The survey results show a significant influence from the two independent variables of e-service quality and sales promotion on the dependent variable, namely the decision to use the Shopee-Food feature. In addition, e-service quality and sales promotion simultaneously also affect the decision to use the Shopee-Food feature.
Keywords: E-service quality; Consumer decision ;Sales Promotion
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