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All Journal Jurnal Salingka Nagari Indonesian Journal of Innovation Multidisipliner Research
Sela Ayu Irawati
Universitas Lampung
Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Kualitas Layanan dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Platform ShopeeFood pada Mahasiswa Pendidikan Ekonomi FKIP Universitas Lampung Catur Febriyan; Sela Ayu Irawati; Muhammad Rizqi Alfiah; Syifa Hesti Pratiwi; Annisa Luthfiyyah; Rahmawati Rahmawati; Fiarika Dwi Utari
Jurnal Salingka Nagari Vol. 5 No. 1 (2026): Jurnal Salingka Nagari
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/jsn.v5i1.399

Abstract

The way people buy things has changed a lot because of technology. This is especially true when it comes to ordering food from places like ShopeeFood. Since there are many companies that deliver food online it is really important to know what makes people decide to buy from one company or another. This study is looking at how the quality of the service and how much people trust the company affects what students from the Economics Education Program, at Universitas Lampung decide to buy. We did this study by asking people questions and using numbers to understand the answers. We gave questionnaires to 81 students out of 102. Picked them randomly. Then we used a kind of math to analyze the answers. What we found out is that when the service is good and people trust the company, they are more likely to buy food from them. This is true when we look at each of these things separately and when we look at them together. The numbers show that the quality of the service and how much people trust the company can explain why 79.1% of people make the purchasing decisions they do. The other 20.9% is because of things we did not study. So, to sum it up the quality of the service and how much people trust the company are really important when it comes to deciding what to buy on ShopeeFood. Therefore, companies should try to make their service and make people trust them more if they want to get more customers and stay competitive in the food delivery business.
Pengaruh Digital Marketing dan Kualitas Promosi terhadap Keputusan Pembelian Konsumen pada UMKM Seblak Teh Vira Khoirun Nisa; Sela Ayu Irawati; Mar’atus Shalihah; Annisa Luthfiyyah; Tria Meilisma; Listiara Putri; Tazki Alfikri; Rahmawati Rahmawati; Fiarika Dwi Utari
Indonesian Journal of Innovation Multidisipliner Research Vol. 4 No. 2 (2026): April - Juni
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v4i2.1520

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh pemasaran digital (digital marketing) dan kualitas promosi terhadap keputusan pembelian konsumen pada Usaha Mikro, Kecil, dan Menengah (UMKM) Seblak Teh Vira di tengah ketatnya persaingan industri kuliner. Jenis penelitian yang digunakan adalah kuantitatif asosiatif. Populasi dalam penelitian ini adalah seluruh konsumen Seblak Teh Vira, dengan jumlah sampel sebanyak 85 responden yang ditentukan melalui teknik purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner, sedangkan analisis data menggunakan metode analisis regresi linear berganda yang meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji parsial, uji simultan, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa secara simultan, pemasaran digital dan kualitas promosi berpengaruh signifikan terhadap keputusan pembelian konsumen dengan kontribusi pengaruh sebesar 53,4 persen. Namun, hasil pengujian secara parsial menunjukkan hal yang berbeda. Kualitas promosi terbukti berpengaruh positif dan signifikan secara dominan terhadap keputusan pembelian. Sebaliknya, pemasaran digital secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian konsumen, yang disebabkan oleh adanya korelasi yang kuat antara kedua variabel independen tersebut dalam model regresi. Berdasarkan temuan tersebut, dapat disimpulkan bahwa kualitas promosi merupakan stimulus utama yang menentukan keputusan pembelian pelanggan. Oleh karena itu, UMKM Seblak Teh Vira disarankan untuk terus mempertahankan dan meningkatkan kreativitas konten promosi serta menyelaraskannya dengan strategi pemasaran digital yang lebih interaktif agar dapat mengoptimalkan keputusan pembelian konsumen secara berkelanjutan.
Co-Authors Annisa Luthfiyyah Catur Febriyan Fiarika Dwi Utari Khoirun Nisa Listiara Putri Mar’atus Shalihah Muhammad Rizqi Alfiah Rahmawati Rahmawati Syifa Hesti Pratiwi Tazki Alfikri Tria Meilisma