<![CDATA[The rapid growth of the digital food delivery industry has intensified competition among food delivery platforms, making it important to understand the factors that influence consumers’ purchase intentions. This study aims to analyse the influence of utilitarian value, hedonic value, and brand awareness on consumers’ purchase intention toward the Shopee Food platform. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Shopee Food users in Semarang City and analysed using multiple linear regression analysis. The results indicate that utilitarian value has a positive and significant effect on consumers’ purchase intention. This finding suggests that the higher the perceived functional benefits, such as ease of use, time efficiency, and transaction convenience, the stronger the consumers’ intention to purchase through Shopee Food. In contrast, hedonic value does not have a positive and significant effect on purchase intention, indicating that enjoyment and emotional experiences are not the primary considerations in using Shopee Food services. Furthermore, brand awareness has a positive and significant effect on purchase intention. This result demonstrates that the higher the consumers’ ability to recognize and recall the Shopee Food brand, the greater their intention to make purchases through the platform. The study concludes that rational factors represented by utilitarian value and marketing factors represented by brand awareness play a more dominant role in enhancing consumers’ purchase intention than emotional factors reflected in hedonic value.]]>
