ANALISIS PENGARUH E-SERVICE QUALITY, POTONGAN HARGA, DAN PENGARUH SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEEFOOD: IMPLIKASI TERHADAP KEBERLANJUTAN BISNIS DIGITAL

AR'ROOFI, MUHAMMAD FADLU ROHMAN (2025) ANALISIS PENGARUH E-SERVICE QUALITY, POTONGAN HARGA, DAN PENGARUH SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEEFOOD: IMPLIKASI TERHADAP KEBERLANJUTAN BISNIS DIGITAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of E-Service Quality, Price Discounts, and Social Influence on Purchase Decisions in the ShopeeFood Application: Implications for Digital Business Sustainability. The population in this study includes consumers who have used ShopeeFood services and reside in the DKI Jakarta area, with a sample size of 145 respondents. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the SmartPLS software. The findings reveal that e-service quality has a positive and significant effect on purchase decisions. Additionally, price discounts also demonstrate a positive and significant impact on purchase decisions. Similarly, social influence is proven to contribute positively and significantly to purchase decisions. Based on these findings, it is recommended that ShopeeFood maintain and expand its discount programs over a longer period, particularly for merchants with high ratings and strong consumer preference. This strategy is expected to enhance consumer awareness and loyalty in using the ShopeeFood application sustainably. Keywords: E-Service Quality, Discounts, Social Influence, Purchase Decisions Penelitian ini bertujuan untuk menganalisis Analisis Pengaruh E-Service Quality, Potongan Harga, Dan Pengaruh Sosial Terhadap Keputusan Pembelian Di Aplikasi Shopeefood: Implikasi Terhadap Keberlanjutan Bisnis Digital. Populasi dalam penelitian ini mencakup konsumen yang telah menggunakan layanan ShopeeFood dan berdomisili di wilayah DKI Jakarta, dengan jumlah sampel sebanyak 145 responden. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS. Hasil penelitian mengungkapkan bahwa kualitas layanan elektronik memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, potongan harga juga menunjukkan dampak positif dan signifikan terhadap keputusan pembelian. Demikian pula, faktor sosial terbukti berkontribusi secara positif dan signifikan dalam memengaruhi keputusan pembelian. Berdasarkan temuan tersebut, disarankan agar ShopeeFood mempertahankan dan memperluas program potongan harga dalam jangka waktu yang lebih panjang, terutama pada merchant dengan rating tinggi dan tingkat preferensi konsumen yang kuat. Strategi ini diharapkan dapat meningkatkan kesadaran serta loyalitas konsumen dalam menggunakan aplikasi ShopeeFood secara berkelanjutan. Kata kunci: Kualitas Layanan Elektronik, Potongan Harga, Faktor Sosial, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 063
NIM/NIDN Creators:	43119010236
Uncontrolled Keywords:	Kualitas Layanan Elektronik, Potongan Harga, Faktor Sosial, Keputusan Pembelian
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 776 Computer Arts, Digital Arts/Seni Komputer, Seni Digital
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	13 Mar 2025 07:17
Last Modified:	13 Mar 2025 07:17
URI:	http://repository.mercubuana.ac.id/id/eprint/94860

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