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All Journal Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE)
Ichsan Dwibowo
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Economics, Econometrics & Finance

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Pengaruh Promosi dan User Friendly Terhadap Keputusan Pembelian Pada Aplikasi ShopeeFood Batam Ichsan Dwibowo; Nora Pitri Nainggolan
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 5 No. 1 (2026): April: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v5i1.7945

Abstract

This study aimed to examine the influence of promotional strategies and user-friendliness on consumer purchasing decisions on the ShopeeFood platform in Batam City. The research used a descriptive quantitative approach, involving 100 actively transacting respondents, selected through purposive sampling based on Lemeshow's calculation guidelines to ensure sample representativeness. Data were collected through a structured questionnaire and analyzed using a series of validity and reliability tests, classical assumption checks, multiple linear regression, and hypothesis testing using t- and F-tests. The research findings indicated that promotions contributed 42.4% to purchasing decisions, while user-friendliness contributed 26.0%. The coefficient of determination (R²) of 78.9% confirmed that these two variables collectively explained most of the variation in purchasing behavior. The results of the t- and F-tests confirmed that promotions and user-friendliness had a significant influence, both partially and simultaneously, emphasizing the importance of integrating effective digital marketing strategies and an intuitive application interface to drive consumer decisions on ShopeeFood in Batam City.
Co-Authors Nora Pitri Nainggolan